Ryan Reynolds and MNTN launch subscription to make marketing more efficient

The Future. Maximum Effort ad agency head Ryan Reynolds and TV ad software company MNTN are launching a subscription that allows brands to submit their ideas and budget… and let the team handle the rest. The subscription brings creative and media spend under one roof and may help brands turn around TV campaigns at the speed of culture… hopefully with Reynolds’ trademark wit.

Just get it done
Ryan Reynolds and MNTN think that making TV ads has become boring.

• So they’re launching a new subscription service (still untitled) that will allow brands to share with MNTN “their products, their goals, and we’ll come up with creative ideas and produce them.”
• They’re calling the subscription a CaaS — creative as a subscription.

Reynolds’ Maximum Effort marketing brand (which was behind such quick-turnaround hits like an Aviation Gin commercial featuring the Stockholm syndrome Peloton Girl) was acquired by MNTN in June. It then (smartly) installed Reynolds as the company’s chief creative officer.

Bring the fun back
The MNTN and Reynolds subscription may seem like a no-brainer, but it actually goes against the grain of how TV ads are typically made — while digital ads have become more efficient (mostly due to ease of an online ecosystem), TV ads are still stuck in an era where the creative team and the media investment team are separate, uncommunicative, or handled by entirely different companies with different goals.

That doesn’t work in today’s world… culture moves fast. TV ads are supposed to reflect the zeitgeist, which, these days, doesn’t even last days. So by putting the services together, MNTN knows what creative to execute and where to program it afterward. The message is made for the medium by one consistent voice.

As Reynolds told Fast Company, “this is about making that as easy as possible.”