On Creativity through Jan. 1, we’ll be revisiting some of the brand ideas and campaigns that made 2019—and the last decade. Check back on AdAge.com in the new year for the full lists.
Best of 2019
Ryan Reynold’s “Aviation Gin” flat out astonished us in 2019 with its unpredictable moves. Early in the year, the “Deadpool” star and fellow actor and Laughing Man Coffee founder Hugh Jackman made ads for each other’s products. Aviation then made an unexpected cameo while Reynolds was serving as pitchman for Samsung and, in its biggest surprise of the year, the brand came out to support the beleaguered mom from the controversial Peloton ad.
The Peloton wife is off the bike and in a bar. Aviation Gin on Friday evening released a video on social media featuring the same actress that starred in the widely-mocked Peloton spot.
The video does not directly reference Peloton. But actor Ryan Reynolds, who owns a stake in the gin, on Twitter made clear that the booze brand was having a little fun at Peloton’s expense. The actress, whose name has not been made public, came along for the ride. In the spot, the woman, surrounded by friends, toasts to “new beginnings,” after one of her friends assures her that "you're safe here."
Reynolds’ tweet drew 7,000 retweets and more than 41,000 likes in the first two hours it posted, bringing plenty of attention to the brand, which has a history of finding ingenious ways to break through. In November, Reynolds appeared in an ad that plugged his Netflix movie, a Samsung TV and Aviation Gin—all at once. That spot was handled by Adam & Eve DDB's New York office in collaboration with Reynolds’ production company, Maximum Effort Productions. An Aviation spokeswoman confirmed that Maximum Effort was behind the Peloton spoof ad. Mekanism is the agency that handled the original Peloton spot.