Ryan Reynolds coined Fastvertising: spotting viral moments and trends, then launching ads that tap into them within days. He made an Aviation Gin commercial with the Peloton Wife character 48 hours after it went viral, joining the story instead of creating one from scratch.
It's a term that Ryan Reynolds claims that he thought of. He actually looks at what's in culture, what's in the news, and he creates an ad out of it. Peloton had this trending actress in it, she's called Peloton Wife, just blew up all over social media. Within 48 hours, he had scripted, cut, and produced, and then launched a commercial or an ad with her in it.
Wow. And it's for Aviation Gin. And jumping on trends is actually a great example of like having stories that your brand has incorporated into it. Because like trends kind of are a broad story of like everyone participating in the trend, or like the Peloton example is a story in which there are characters already. And like Ryan Reynolds is making sure his brand participates in that story. He doesn't even have to come up with it himself. He's just one of the characters.
