"Deadpool" actor Ryan Reynolds seriously loses his cool in the latest spot in U.K. telecom giant BT's campaign featuring Hollywood celebrities (and humorously exposing the nuts and bolts of big budget ad campaigns).

Here the joke is that the in-demand Mr. Reynolds (who also starred in Hyundai's Super Bowl campaign this year) has been recruited to test out how far a BT Smart Hub Wi-Fi signal will stretch. Looking every inch the professional pitchman, he smoothly volunteers to hook himself to a helicopter. However, Reynolds' charming cool soon evaporates as the helicopter soars skywards, manned by an over-zealous production crew a little too keen to prove how good the Wi-Fi signal is.

The spot is by Abbott Mead Vickers BBDO, and was directed by Nick Jasenovec at Caviar. Reynolds has appeared in a previous spot for the brand, and other celebrities featured in the campaign include Alec Baldwin, Rebel Wilson and Ewan McGregor.