“Summer is a key window for our blockbuster products—Ketchup and Mustard—so when we saw the conversation on social media comparing them to the characters in this summer’s highly anticipated film, we knew we needed to jump on it,” says Lizzy Goodman, Heinz communications manager. “This felt like an authentic and ripe opportunity.”

Rethink, Marvel Studios and Maximum Effort collaborated on the campaign, with an assist from Carat (media) The Kitchen (social outreach) and Zeno Group (PR).

“I don’t spend much time on the internet,” Reynolds says in press materials. “When my assistant faxed me a photocopy of a memo (he spelled it ‘meme’—ugh, assistants amirite?) wherein Deadpool and Wolverine were identified as a Heinz Ketchup and Mustard bottle, respectively, I thought nothing of it and went back to my book and tea. But the faxes kept on coming! So, the idea was hatched to actually partner with Heinz to bring this memo to life. Huzzah!”

Faxes … heh.

Does Heinz offer movie-themed merch related to its dispensers? Natch!

Such limited-edition accessories arrive soon, with miniature masks, suits, katanas, claws, slash marks and more designed to help fans dress up their Heinz bottles. (Or most any bottles, probably.)

The film hits theaters on July 26. 

Dolly Parton traced her ancestry for an upcoming documentary and discovered she has Welsh roots.

She then received a Wrexham scarf (red flag!) from the Welsh Board of Tourism—and is more than happy to talk up Wales.

That’s when viewers realize this is all taking place in an ad hyping Welcome to Wrexham on Hulu.

Naturally, Rob McElhenney and Ryan Reynolds, who own the Welsh team, join the chat. Dolly knows McElhenney all too well from It’s Always Sunny in Philadelphia—but the country music icon can’t place Ryan.

When Reynolds gives her a not so-subtle-prompt about singing, she says, “Don’t push it, other guy.”

The tourism board might be fake, but of course the show is very real.

Watch the :90 below:

Maximum Effort made the spot, and all episodes of Welcome to Wrexham can be streamed on Hulu.

Cute cameo from NHL vet Kirk McLean. Kirk—heh.

Ryan Reynolds’ Maximum Effort created the spot. That seems fitting, as both Bill and RR hail from our neighbor to the north, and they rock no matter the cause or context. (Ryan recently made a similar bleeping ad for Mint Mobile.)

Shatner’s effort backs conservation group Pacific Wild, and invites Canadian viewers to join them in sending “the most un-Canadian letter ever to your elected officials.”

Specifically, the organization contends that open-net salmon farming “releases deadly pathogens, parasites and pollution into the ocean.” The campaign protests the Canadian government’s decision to extend licenses to such facilities through 2029.

The clip began breaking online today. Vincent Peone directed through More Media. 

Can any power in the universe end the animosity between Deadpool and Wolverine and bring the Marvel titans together all buddy-buddy?

The chance to star in a Heineken Silver commercial might just do the trick.

Deadpool & Wolverine starring Ryan Reynolds and Hugh Jackman drops on July 26. The duo perform their iconic costumed schtick in the zippy spot below.

Ah, advertising x beer. Are there no fences they can’t mend?

Here’s a joint statement from Hugh and Ryan:

“One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp and refreshing taste of Heineken Silver.”

LePub, BBH USA and Reynolds’ Maximum Effort developed the campaign, with Bryan Rowland directing through Loon Productions.

CREDITS

HEINEKEN
CMO Heineken USA: Jonnie Cahill
VP Heineken USA Brand: Borja Salinas Manso
Senior Director Heineken USA Brand: Tonia Mancino
Senior Manager Heineken USA Brand: Joe Conti
Sr. Director Global Heineken Brand: Nabil Nasser
Heineken Global Strategy & Communication Director: Daniela Iebba 
Heineken Global Communications Manager: Guilherme De Marchi Retz

LePub
Global CEO Global, CCO Publicis Worldwide: Bruno Bertelli 
CCO: Mihnea Gheorghiu
Business Director: Francesca Baldrighi

BBH USA
Group Creative Directors: Sapna Ahluwalia & Yohan Daver 
Associate Creative Directors: Greg Bruce & Jack Graham

MARVEL STUDIOS PARTNERSHIPS
EVP, Partnerships, Promotions, Synergy & Events: Lylle Breier
VP, Partnership Management & Operations: Holly Frank
VP, Marketing Partnerships & Promotions: Tina Goss
VP, Marketing Partnerships: Ty Ervin
Director, Creative Marketing Partnerships: Andrew Staub 
Writer/Producer, Creative Marketing Partnerships: Evan Aronson 
Director, Creative Marketing Partnerships: A.J. Fierro
Director Marketing Partnerships & Promotions: Emily Henley
Senior Manager, Marketing Partnerships & Promotions: Victor Farfan

“We’re precious about our tequila, not our pants,” says the McConaugheys in press materials. “With the explosion in popularity of tequila, there’s a level of snootiness that’s crept into the category. People now talk about tequila the way they talk about wine. While we’re all for being passionate about tequila, we wanted to remind people that, above all, it’s meant to be fun. That’s where the name Pantalones came from and that’s why you won’t see us wearing any.”

…that’s because Dan Brumm, who plays Bluey’s Uncle Stripe, provides the voiceover.

“While selling your home can be an emotional experience, Zillow is here to remind you that it can actually be great,” Maximum Effort says in press materials.

True. Can be. Zillow says 51 percent of parents cry at least once while selling their home, yet 81 percent believe the move was ultimately worth it. (Don’t call moving ruff. Poochie hates that.)

All in all, it’s a simple, timely message that doesn’t oversell. And the spot should work fine even for those unfamiliar with the show. (Bark Air’s on standby for pups relocating overseas.)

Kathleen Swanson and Pierce Thiot directed through production house Really Original.

Kudos to the stars: Stevie, Honey, Levi and Archie, all Red & Blue Heelers. You’re a good cast of characters! Oooh, yes you are!

“Watch as Dave and Busta prepare for battle by eating their half-price favorites and practicing on some of the dozens of games at every Dave & Busters location,” the brand says.

The D vs. B notion could connect because the stars make a formidable team. Dave’s all nebbishy, delivering lines with classic ’90s sitcom style. Rhymes plays the tough guy—pure swagger in his shiny pre-fight robe.

We’ll hang in for a few more rounds and see how this one develops across more videos to come.

Of course, Maximum Effort always shines from celebs. Ads with Reynolds himself are the stuff of legend. But the work still rocks when others—like Matthew McConaughey or Anthony Hopkins—take starring roles.

“This is less about a business issue and more about a business opportunity,” brand CMO Aron North tells Muse. “Mint has naturally attracted 55+ customers without really trying. They are smart and savvy shoppers and know they get the same amount of data as they would on a Consumer Cellular plan, but at half the cost with Mint.”

You might recall, last year, Mint deployed footage of the 15-year-old Ryan. Of course, Reynolds—a company owner—scores at any age.

Both spots are so breezy. We get little more than riffs. Such schtick would almost surely fail with any other celeb. Yet, Ryan’s trademark meta-snark prevails.

If he just stood there and did nothing but chant “Mint Mobile” 55 times in a commercial, it’d probably seem hilarious. Monotonous but hilarious. (Feel free to pinch my idea!)

Naturally, Reynolds’ agency Maximum Effort produced the 2031 ad, which drops nationwide today.

Which brand will take home the 2024 Super Clio for the best Super Bowl commercial? We’ll find out on Feb. 12.

Dueling knighted thespians. That’s what the Super Bowl is all about!

First, Sir Patrick Stewart scaled Mount Paramount for a spot in the Big Game’s national broadcast.

Now, Sir Anthony Hopkins appears in a live-streamed and regional commercial touting STōK Cold Brew Coffee.

Ol’ Hannibal Lecter sinks his teeth into the role of Wrex the Dragon, beloved mascot of Wrexham AFC, the Welch soccer squad co-chaired by Ryan Reynolds and Rob McElhenney.

“Every metamorphosis is demanding,” Sir Tony says oh so dramatically in the ad. “But to become this beast, well, that required a little extra kick.”

Sir Michael Caine must be cursing his agent right about now. “Dragons! Mountain climbers! I can play that! I’m a knight, dammit! Get me in the game!”

The coffee collab with Hopkins makes sense, as STōK sponsors Wrexham’s stadium. Such cobranding is a signature move from Reynolds’ Maximum Effort agency, which developed the campaign with director Bryan Rowland.

“The secret is out! For the past few seasons, one of the keys to Wrexham’s success has been the singular performance of Wrex the Red Dragon as portrayed by Sir Anthony Hopkins and fueled by STōK Cold Brew Coffee,” quip McElhenney and Reynolds in press materials. “Critics have called his performance ‘Moving’ and ‘Heartfelt’ as well as ‘Surprisingly acrobatic for an 80-year old.’ We just call him a legend and are forever grateful.” 

CLICK HERE to watch all of this year’s Big Game commercials as they’re released.

Hey, “Greg,” any idea why I didn’t get the Lear Jet and ponies I asked for?

Next, we find Ryan in fine, foul-mouthed form: 

 

 

 

 

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RR’s more naughty than nice in that one.

Still, the work touts the availability of all Mint plans for $15 a month. So, the holiday spirit snarks on!

Maximum Effort developed the campaign.