Mntn, the ad tech company that acquired Ryan Reynolds’ agency Maximum Effort, is taking a spicy approach to educating potential customers on its offering—with the help of "Jackass" star Steve-O.

The brand's nearly five-minute video is a departure from both typical lecture-like explainers as well as Reynolds' self-starring, dry-humored spots. It begins with a VHS-style warning card, asking viewers not to replicate the “stunts” performed in it by professionals. Reynolds also proclaims, “Hi, I’m Ryan Reynolds and welcome to my Mntn television software demo stunt.”

After a sizzle-reel montage of “Jackass” star Steve-O cursing and rolling around in pain, Reynolds proceeds to rattle off dry biz speak on how advertisers can leverage Mntn for their messages. However, “that sounds like it could be pretty boring,” Reynolds says. “So, I thought, ‘What if someone ate a Carolina Reaper right before doing a demo?’”

Enter Steve-O, who protests that he merely agreed to promote his hot sauce brand, “Steve-O’s Hot Sauce for Your Butthole,” but ultimately caves to Reynolds’ request. After crunching one of the peppers (which rank between 1.5 to 2.2 million on the Scoville Scale of spiciness) Steve-O gasps and heaves through what actually turns out to be a clear and helpful demo of how to use the Mntn platform. Later, he's forced to chug (and regurgitate) milk.

The spot is currently running on Mntn’s owned digital and social channels.

According to information from Mntn, Steve-O’s participation in the demo wasn’t fully an act (the Ad Age jury is still out on his intense reaction to consuming the pepper). He is a real Mntn user who actually ran a campaign for his hot sauce through the software. According to Mntn, the campaign beat its goals and within one week, experienced a 41% sales lift.