Hollywood actors and, perhaps more importantly, former DC superheroes, Ryan Reynolds and Grant Gustin, have just teamed up for a new MNTN advertisement, igniting both amusement and nostalgia among fans. The campaign, which subtly acknowledges their iconic roles as Green Lanter and The Flash, respectively, reflects a burgeoning trend of the industry’s leveraging of pop culture’s most favorite characters to anchor contemporary marketing narratives.
The advertisement, which promotes MNTN’s Performance TV technology – a self-serve ad platform that’s designed to revolutionize Connected TV advertising – presents Gustin in the role of Seymour Roas, the fictional Chief Performance Officer at MNTN. His character, brimming with a mix of technical acumen and a wry sense of humor, is a nod to Gustin’s decade-long portrayal of Barry Allen, aka The Flash, on CW. Gustin’s tenure as the Scarlet Speedster has left an indelible mark on his career, with fans continuing to associate him with the role even as the series concluded earlier this year after nine seasons.
Ryan Reynolds, serving as the Chief Creative Officer at MNTN and co-star in the ad, is no stranger to superhero roles or the intricacies of engaging marketing. Reynolds’ sardonic wit shines through as he pokes fun at Gustin’s Flash portrayal with quips like, “That sounds fast,” followed by, “Would you say people could see results…in a flash?” Although Gustin’s Roas plays coy, declining to indulge in Reynolds’ allusions, the banter culminates in a heartfelt yet humorous exchange: “You’ll always be my Barry,” Reynolds asserts, to which Gustin retorts, “You’ll always be my Hal” – a playful jab at Reynolds’ less celebrated stint as Green Lantern’s Hal Jordan.
MNTN is so committed to delivering strong performance to advertisers, even our Chief Performance Officer’s name is Seymour Roas. pic.twitter.com/GltHQAGwDa
— MNTN (@weareMNTN) November 1, 2023
This campaign not only introduces Seymour Roas but also embraces a multifaceted promotional strategy that includes paid media and a captivating installation at Advertising Week. The MNTN campaign cleverly exploits the potential on-screen chemistry and dynamic between Reynolds and Gustin, evoking their superhero personas to amplify the message of MNTN’s innovative advertising platform, which boasts capabilities such as real-time reporting and a performance akin to that of paid search and social channels.
Moreover, this advertisement comes on the heels of Reynolds’ recent birthday celebration, featuring a comedic prank orchestrated by his friend and co-owner of the Wrexham professional football team, Rob McElhenney, with a cameo from Chris Pratt. The duo’s social media antics have become a staple of their public persona, endearing them further to fans worldwide.
Naturally, the ad’s release has reignited discussions about the potential for a Marvel and DC movie crossover, a prospect that could very well be possible now considering the current comic book movie landscape. With James Gunn, renowned for his work on the Guardians of the Galaxy trilogy, spearheading the DC Universe’s creative direction, the possibility is, though distant, higher than ever. This crossover could open the door to myriad narrative possibilities, including the re-emergence of characters from the Arrowverse, further blurring the lines between these two superhero universes. Who knows? Maybe in the near future, we’ll Gunn’s DCU have its own trek across the Multiverse, one where Reynolds’ Hal Jordan and Gustin’s Barry Allen are actual friends and founding members of the Justin League.
Nevertheless, Gustin and Reynolds’ latest appearance alongside each other serves as a delightful homage to respective superhero legacies. It harkens back to the camaraderie between Barry Allen and Hal Jordan in the comics, characterized by mutual respect, unwavering support, and the occassional playful banter.
Reynolds is currently set to make his MCU debut as Deadpool in Deadpool 3, which may be delayed due to the strike.
