Creativity

Will Ryan Reynolds Go to Any Heights to Test BT Wi-Fi?

Actor Loses His Cool as a Professional Pitchman

By Alexandra Jardine. Published on Jul 04, 2016

Editor's Pick

"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.

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About

Credits

Date
Jul 04, 2016
Agency:
Abbott Mead Vickers BBDO
Client:
BT
Director:
Nick Jasenovec
Production Company:
Caviar - LA
GM Marketing Communications:
Dan Ramsey
GM Marketing Communications:
Dahyana Paga
Head of Communications Planning:
Ajay Joshi
Senior Marketing Manager:
Nidhi Bhasin
Creative Director:
Paul Brazier
Creative:
Gary Lathwell
Creative:
Richard Peretti
Agency Planner:
Julian Earl
Managing Partner:
Justin Pahl
Business Affairs Director:
Gemma Findlay
Sr. Account Director:
Sara Abaza
Senior Account Manager:
Natasha Hoban
Producer:
Yvonne Chalkley
Assistant Producer:
Zoe Cunningham
Media Agency:
Maxus
Media Business Director:
Tom Green
Production Company:
Caviar
Director:
Nick Jasenovec
Production Executive Producer:
Nicola Kenney
Post Production Company:
The Mill

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