Ryan Reynolds is known as an enthusiastic, creative brand collaborator. The star famously dove into Deadpool’s marketing from the beginning, and his unique personality helped make the campaigns a runaway success. His playful snark is magical, and a new campaign for mobile game Toon Blast, created with TBWA\Chiat\Day Los Angeles and MJZ director Tom Kuntz, is another Reynolds home run.
30 versions of the ads, ranging in length, were created from nine scripts. The anchor spot, “PSA” includes the familiar theme of addiction, but from there, the comedy gets more random, with Reynolds playing the part of a distracted movie star, seemingly lost in his Toon Blast habit.
The slice-of-Hollywood life theme leaves no cliché unturned and makes it difficult to find a favorite. However, with the blurred lines between Reynolds and his Deadpool character throughout the campaign, one could argue that “Girl,” “Criminal” and “Romantic” climb ever so slightly to the top of the list.
“Ryan Reynolds is a perfect fit for Toon Blast because of his brand, celebrity and his signature humor, which was the perfect way to make Toon Blast relatable,” said Ömer İnönü, director of strategy at Turkey-based Peak Games. “We’re lucky to be the first mobile gaming company to have an acclaimed professional like Reynolds act in our performance marketing campaign.”
“The team over at Peak Games was fun and easy to work with, and I really enjoyed the experience,” added Reynolds.
The game itself has mass appeal, so getting the creative connected with the right audience is a unique challenge. With that in mind, Peak Games will measure the effectiveness of each spot by testing it on specific demographics. Within the first 24 hours of launch, the company will know what’s working and then iterate the selections to find the most optimized match. The performance-based campaign will gradually scale its reach to the major video networks, starting with Facebook and Instagram.
Toon Blast is a consistent top-10 grossing game in the U.S. with over 80 million downloads. Its sister game, Toy Blast has been installed over 120 million times globally.