Adam & Eve New York creates ad within an ad for Samsung featuring Ryan Reynolds
Adam & Eve New York has launched a very meta, but very humorous TVC, in which Ryan Reynolds manages to spruik three separate brands in the same 45 second spot.
The film – which is already being described online as the ‘turducken of TV advertising’ – begins as a relatively straightforward pitch from the 6 Underground star to watch his latest Netflix blockbuster on a Samsung QLED TV.
It quickly devolves into a 4th wall-busting farce when an ad for Reynold’s own alcohol brand, Aviation Gin, suddenly appears on screen. After the fictional director calls cut, Reynold’s confesses he bought “mid-roll ad placement” inside the ad inside the ad, bringing the plot full circle.
The film is part of a wider partnership between Samsung and Netflix, demonstrating that the best way to view Netflix’s latest movie releases is on a super big Samsung QLED TV. It represents part of a larger Samsung effort to team up with credible partners and marketing the QLED TV in a way that matters to fans by authentically integrating the TV into the content they love.
The film launched on Twitter last night US time, where it has gathered over 1.5m views – thanks in part to the faux battle between Samsung, Ryan, Netflix and Aviation Gin. A 30-second cut-down spot is airing across the US during key NBA clashes and is supported by 15-second cut downs and other social activations.
AGENCY: Adam and Eve
CHIEF CREATIVE OFFICER: Rick Brim
EXECUTIVE CREATIVE DIRECTOR: Daniel Bonder
EXECUTIVE CREATIVE DIRECTOR: David Brown
CREATIVE DIRECTOR: Toby Kennedy
CREATIVE DIRECTOR: Jordy Molloy
MANAGING DIRECTOR: James Rowe
HEAD OF PRODUCTION: Victoria Bennett
SENIOR PRODUCER: Sandra Hagblom
GROUP ACCOUNT DIRECTOR: Lily Waters
ACCOUNT DIRECTOR: Jasmine Jabbour
ACCOUNT SUPERVISOR: Erin Brogan
PRODUCTION COMPANY: Escape Velocity Content
DIRECTOR/DP: Bryan Rowland
EXECUTIVE PRODUCER: Alec Eskander
HEAD OF PRODUCTION: Scott Wickman
LINE PRODUCER: Jy-Ah Min
PRODUCTION SUPERVISOR: Valeria Lopez
Samsung
VP of MARKETING: Grace Dolan
CHIEF CREATIVE OFFICER: Jesse Coulter
DIRECTOR OF BRAND MARKETING: Jinnie Kim
MARKETING MANAGER: Chris Park
MARKETING MANAGER: Nicole Murakami
MARKETING DIRECTOR: Brian Choi
ENTERTAINMENT MARKETING LEAD: Jeffery Nesbitt
Netflix
HEAD PARTNER MARKETING: Magno Herran
PARTNER MARKETING: Matt Angrisani
Aviation American Gin
SENIOR BRAND MANAGER: Adrian Molina
VISUAL EFFECTS: METHOD STUDIOS NY
EXECUTIVE PRODUCER: Graham Dunglinson
FLAME LEAD: Mario Caserta
VFX PRODUCER: Hayley Wallach
FLAME ARTIST: Chris Hunt
FLAME ARTIST: Chih Peng
FLAME ARTIST: Philana Dias
FLAME ARTIST: Tamir Sapir
PRODUCTION COORDINATOR: Kyle Fader
COLOR: Company 3 NY
COLORIST: Sofie Borup
COLOR PRODUCER: Alexandra Lubrano
SOUND: Wave Studios
AUDIO MIXER: Aaron Reynolds
EXECUTIVE PRODUCER: Vicky Ferraro
JUNIOR PRODUCER: Eleni Giannopoulos