Aviation Gin & Maximum Effort Launch Negroni Week Campaign Starring Ryan Reynolds

Aviation Gin's latest campaign stars its co-founder Ryan Reynolds in an exciting new spot celebrating Negroni Week being held from September 16 to 22.

The campaign was developed by production outfit and marketing agency Maximum Effort, of which Reynolds is the Chief Creative Officer.

Negroni Week is an annual affair when bars and restaurants make Negronis and its many variations to bring awareness to Slow Food and its advocacy of promoting sustainable food practices. 

Aviation Gin's new Negroni Week campaign is marked by a 75-second spot that sees the actor introducing viewers to "Tony O'Groni," a fictional scarecrow who's keen on making sure everyone remembers who he is.

Here, the two get into a playful banter as they both promote (or at least attempt to) Aviation Gin's American Gin — which can be the star of your Negroni.

The Diageo brand's latest campaign marks its second year as the official sponsor for Negroni Week, joining in the cause to promote safe, sustainable, and ethically sourced food for everyone. 

Diageo Aviation Gin Global and U.S. Brand Director Ricky Collett shares his thoughts behind the campaign, highlighting how it serves to honor "the legacy of this beloved cocktail while supporting Slow Food’s mission to create a more sustainable and equitable future in food and beverage."

This new spot is not Aviation Gin's first dance with Reynolds. 

Since the brand's inception in 2006, the Deadpool star has made multiple appearances across its marketing campaigns, often leveraging his dry humor to let Aviation Gin's distinct brand identity shine. 

The campaign will run across digital and social media platforms. 

Apart from the spot, Aviation Gin also shared its own recipe for the iconic cocktail, which users can find at NegroniWeek.com. 

Meet Tony O'Groni

The short advert starts with the narrator introducing the actor and the annual Negroni Week celebrations, as the title card "Cocktails from the Outside" appears on the screen. 

The scene then cuts to Reynolds and Tony O'Groni, as the scarecrow declares that he will not make a martini, even as Reynolds asks him to make a classic Negroni using Aviation American Gin. 

The scarecrow rejects the actor's invitation, once again introducing himself as Tony O'Groni. 

"And don't you f***ing forget it," O'Groni tells the viewers. 

 

 

 

 

 

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A post shared by Ryan Reynolds (@vancityreynolds)

When Reynolds asks O'Groni what's up with him, the scarecrow grows emotional and says:

"I'm sorry, Ryan. I love performing, but I sometimes find myself torn between my adoration for the audience and my desire to keep secret the very soul I am asked to bare."

The star is surprised by the scarecrow's profound response, thinking their job was only to promote the gin and Negroni Week. 

The spot ends with Reynolds getting fed up with the scarecrow and telling viewers to instead visit the Negroni Week website to find the recipe. 

Previously, the star worked with Aviation Gin to create a Deadpool version of the "Vasectomy" cocktail, capitalizing on the popularity of the Marvel blockbuster.

Editing by Katherine 'Makkie' Maclang