Is sipping through that mask his superpower? Too bad we never find out.

“Hey, Canada. Thank you for coming over.” the mutant begins. “I just want to let you all know that now that my movie’s done and in theaters July 26, I’m giving you back Ryan Reynolds. Tim Hortons asked if he could do some stuff with them. And since I have no use for him anymore, I agreed.”

“Now, I have to warn you: We sucked him pretty dry. He’s spent the better part of three decades working in show business. But there’s still some will to live.”

Tonight, Reynolds will appear at a special Toronto screening of Deadpool & Wolverine.

Both characters hail from Canada, as do real-life Ryan and the film’s director, Shawn Levy.

Jackman’s Wolverine shared screen time with Deadpool last week in an equally amusing tie-in for Heinz ketchup and mustard.

Maximum Effort brewed up that campaign and the Tim Hortons commercial, too.

“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. 

Wolverine’s razor claws skewering Deadpool’s crotch.

You know you want to see it and, by all that’s holy, you will … thanks to Ryan Reynold’s latest Aviation Gin commercial.

In his latest Father’s Day “Vasectomy Cocktail” extravaganza, RR stirs in footage from Marvel’s upcoming Deadpool and Wolverine, which opens in July.

We watch scenes of Ryan as Deadpool battling Hugh Jackman’s Wolverine in the woods. Meanwhile, Reynolds makes with the funny and demonstrates how to prep the libation.

“Pairs perfectly with two dads over 40, pretending they’re not too arthritic to pull off a superhero movie,” Ryan quips.

So self-aware! So cross-promotional! Deadpool-themed Aviation bottles retail for $25!

This year’s outing doesn’t quite match past vasectomy spots with Jesse James Decker and Nick Cannon.

Still, who doesn’t enjoy a perforated groin? Low-hanging humor … the sweetest kind!

Ryan Reynolds and Rob McElhenney are throwing a pajama party. And we’re all invited … if we book premium cabins on United Airlines long-haul international flights.

The P.J.s and amenities kits (filled with toiletries and such) boast the colors and crest of Wrexham AFC. Ryan and Rob co-chair the Welsh football squad which, of course, has gained worldwide notoriety through Welcome to Wrexham on FX.

R&R contribute their trademark jokey banter to the :40 below, which spoofs soccer kit reveals. (Indeed, the pajamas resemble team uniforms.)

Last year, Ryan and Rob voiced an M&S holiday campaign which also featured apparel. (They played fuzzy mittens.)

The ubiquitous Reynolds showed up yesterday in a much different outfit, donning his Deadpool duds to promote Heineken Silver with Hugh Jackman starring as Wolverine. Marvel long ago churned out P.J.s based on those two characters, natch.

The marketing machine never sleeps. Sweet branded dreams guaranteed!

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

Produced by Ryan’s Maximum Effort agency, the spot puts a cute spin on the Mint green-backdrop formula while cross-promoting in classic Reynolds style.

“Anytime there is an opportunity to strategically connect dots within the Ryan cinematic and business universes, we give it serious consideration,” notes Mint CMO Aron North.

At this point, the approach is predictable. In a way, there’s really nothing to see here (heh).

And yet, RR inhabits such a rarified zone, his smiley-snarky persona never fails to please. These efforts don’t need bells and whistles to break through. (Though cheesy alien attacks and faux profanity were f*****g sweet.)

As for Rob Mac—Ryan’s partner in Wrexham AFC and frequent commercial compadre—he’s busy baseballizing soccer overseas. Good luck with that.

Ah well, he got in a plug for his Welsh soccer team (kind of) and alluded to his Hollywood A-list status. So, Mr. Deadpool’s impressive co-branding streak stays alive.

Maybe at some point in the :50, when his voice was drowned out, Ryan noted that the media will jump on any RR news because it’s sure to draw eyeballs and clicks.

Guilty as charged!

And that makes him a great pitchman for just about anything. Snarky-likable and a beloved brand unto himself, he brings heightened interest and recognition wherever he lands.

Ryan’s pretty f*****g explicit. Watch the bottom line, Rob!

Srsly, he and Reynolds have struggled with Wrexham’s finances. They’ve lost money—that makes the gag richer! (The joke about “kops” refers to the cost of installing stadium seating.)

“At Ally, we’re out to make women’s sports unmissable. Sports fans are going to want to come out to watch this tour,” says Ally CMO Andrea Brimmer in campaign materials. “The Wrexham AFC Women are massively talented. They have the skills and heart to capture the world’s attention.”

Brimmer and Ally’s commitment to the cause is well known. Here, they draft potent star power to spread the word.

Rob’s More Better Industries, which launched this week, developed the commercial.

“Because we don’t love f*****g our customers over like Big Wireless, we’re bringing back our f*****g offer for f*****g unlimited wireless for only 15 f*****g dollars a month.”

It goes on like that, natch, in classic RR fashion, culminating in, “Explicit enough, marketing f***s?”

Sassy delivery, s**t-eating grin, what’s not to like?

His schtick never gets old—even if the man himself ages prematurely sometimes.

“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.