news

author｜su zihua

editor｜jingyu

no one could have imagined that "deadpool" in marvel's superhero movies would not only save the world on the big screen, but the actor behind the character, ryan reynolds, would also change the world in reality.

in 2016, since the production budget of the first "deadpool" was us$58 million, there was not much left for promotion, so ryan reynolds shot some funny videos himself to promote the movie. the effect was unexpected. many of the videos posted on his social media went viral on the internet and were forwarded in large numbers."deadpool" has also become a hot topic.

in the end, the box office revenue of "deadpool" reached us$782.6 million, which can be described as a model of low cost and high profit.

this experience deeply inspired ryan reynolds, who realized:

"the two greatest enemies of creativity are too much money and too much time."

since then, ryan reynolds has been out of control in the matter of "advertising". in 2018, he established an advertising company, maximum effort marketing, to practice his advertising philosophy.

soon, with his outstanding and subversive advertising cases, he became the darling of the advertising industry, and was rated as one of the most innovative thinking representatives by foreign media.

not only that, in june 2021, tv advertising distribution platform mntn merged with maximum effort marketing, with reynolds serving as mntn's chief creative officer.

ryan reynolds said the marriage of one of the fastest-growing companies in advertising technology and one of the most disruptive advertising teams is driving a future:make advertising on tv as easy and more cost-effective as advertising on search and social media. allowing creative ideas to be put on the market faster, some advertisements will even be produced and accurately disseminated within 48 hours.

a simple translation is: faster, more accurate, cheaper.

previously,mntn will complete series d financing of us$119 million in 2022. not long ago, according to bloomberg reports, mntn is considering cooperating with morgan stanley to prepare for an ipo.。

the "little bitch" actually built an advertising company and wanted to go public. this inspiring story obviously cannot be completed by just "talking".ryan reynoldswhat did mntn do right? is the tv advertising industry going to change again?

fast, fast, fast, damn fast

advertising should be the same as deadpool's "talking", only fast but never broken.

there is a case that best reflects ryan reynolds’ judgment on the future of the advertising industry.

american drama "sex and the city"there is a scene in the play where the protagonist "mr. big" was riding a peloton spinning bike at home. he changed the rhythm according to the instructions of the virtual trainer on the screen, suffered a heart attack while riding, and died.

this made the fans of "sex and the city" who like "mr. big" so angry that they posted online to criticize the peloton brand. peloton's stock price fell 16% in two days.

ryan reynolds responded quickly. he filmed an advertisement for peloton. he found chris noth, who plays "mr. big", and jess king, who plays the virtual coach, and asked them to sit on the sofa and flirt. nestled next to the romantic campfire, chris noth looked at jess king and said: this is a new beginning.

jess king responded, you look good.

chris noth said,i feel great, let's ride again, life is too short not to ride again。

at this time, the camera began to zoom out, and two peloton spinning bikes appeared on the screen. at the same time, ryan reynolds' voiceover sounded, "remind the world that regular cycling can stimulate and improve the heart, lungs and blood circulation, and reduce the risk of cardiovascular disease. cycling can strengthen the heart muscle, relax the pulse, and reduce blood lipid levels .

the voice-over said one final sentence before ending:

"he's still alive!"

that’s it for this less than 2-minute ad.

it is reported that,hbo, the producer and director of "sex and the city," declined to comment.。

ryan reynolds scripted the ad on saturday morning after the sex and the city episode aired on thursday, and they shot it on saturday night and released it on sunday.the entire process takes no more than 48 hours.

the day after the ad was released, the ad was reported by more than 80 media outlets and received more than 2.5 billion media exposures. peloton's market value recovered by $900 million, while the ad cost approximately $80,000 to produce.

ryan reynolds feels that in the past, large companies would often start planning months in advance to launch an advertisement. going from one agency to another is very costly and lengthy. he is very disdainful of this, "it's just a tmd. it’s just a commercial, just make it fun and interesting.”

「i'm not concerned with making the best and most polished ad, i'm concerned with making the most effective ad. this means promoting interaction among netizens rather than unilateral broadcasting。」

he is more focused on grabbing the audience's attention as quickly as possible. “taking advantage of what’s happening in pop culture as much as possible will make your brand the subject of discussion online, and it’s a real honor to be a part of that. there are few better ways to create buzz for your brand.”

ryan reynoldsdefine such advertising as "quick advertising"。

later, under the introduction of a friend, ryan reynolds met with the president of mntn, who had the same concept. the two parties hit it off and immediately formed a consensus on the merger. "i think we both saw the disruptive way of putting mntn into tv advertising." the potential of combining it with maximum effort’s disruptive production methods.”

ai accelerates the era of "fast advertising", and budgets are increasing instead of decreasing?

merely having an idea is not enough to redefine the era, but also requires matching productivity tools. mntn believes that they are the provider of this tool.

mntn's main product is a self-service advertising platform - its feature is to make placing tv ads as easy as placing ads on search engines or social media.

the working principle of the platform is also very simple:

1) first, the customer uploads the advertising film on the mntn platform;

2) then, the platform will pass AIGC technology is used to analyze the brand's business and product information, thereby giving suggestions for keyword placement and explaining why these keywords are recommended. then, customers select the scope of precise delivery based on labels such as interests, regions, shopping habits, delivery channels, etc.;

3) afterwards, the commercial will be placed on the appropriate tv channel with one click. mntn has access to more than 150 online streaming tv channels, so customers no longer need to contact each one.

4) finally, mntn also provides real-time performance reports, such as the final access rate of each advertisement, website visits, and the channel with the best advertising performance, etc.

according to the company, 66% of mntn’s clients are entering the field of television advertising for the first time, and advertisers using the mntn platform have found thatad impressions served increased by 783%, customer actions related to mntn advertising campaigns increased by 914%, and visits to the brand website increased by 854%。

for example, ads for the onewheel brand target specific users of one-wheel electric skateboards. after using the mntn platform, the number of visitors to its website increased 14 times and revenue increased 15 times.

ultra-short video commercial for mntn shot by ryan reynolds｜mntn official website

mark douglas, president of mntn, said smaller, more targeted distribution opens up tv to startups that can't afford upfront deals.

he speculated,in the future, more and more companies will place video ads.

in his view, this is not the first time in history that creative costs have been reduced. this has been the case for decades with the emergence of photoshop and digital cameras and the internet. these technologies have reduced creative costs and thus created more demand. the emergence of aigc will do the same and will not shrink the advertising market.

"typically, companies produce one or two rounds of advertising per year. if we improve their efficiency, they can actually produce six or one round of advertising per month," he said, adding that the client's budget for each ad placement has been reduced. , but they will increase the frequency of advertising, and ultimately they will actually spend more on advertising.

to sum up this trend: spend a little less every time, but spend more often. the more advanced technology becomes, the more so.

"looking at historical trends, this is what continues to happen as technological tools get better and better." mark douglas said, "the rhythm of modern media values ​​speed and cultural participation more than production quality and planning."

therefore, in the context of an era where content is produced and disseminated faster and faster, for content and marketing practitioners, the real pressure in the future may be "not moving fast enough."

for mntn, the chief creative officer "little bitch" is obviously the best brand; but for ryan reynolds, conquering hollywood is not the goal. becoming a "mad men" and conquering wall street is the real challenge. thing.

references:

Ryan Reynolds acknowledges the 『turducken』 in the room—and other secrets behind his effective ad campaigns，FAST COMPANY

Ryan Reynolds On How MNTN And Maximum Effort Are Changing The Advertising World As We Know It，Forbes

Watch Ryan Reynolds explain why streaming TV ads are about to get a whole lot better，FAST COMPANY

And Just Like That, Peloton Fires Back Following Public Relations Crisis，Forbes

header image source: youtube