Ryan Reynolds and Aviation Gin do it again...this time with Leap Year 21-year old Arlene

I don’t know if I love Ryan Reynolds the actor, per se. But I think, just maybe, I have a man crush on Ryan Reynolds the marketer?

He of the ad-within-an-ad and Peloton girl fame on behalf of his Aviation Gin, has gone out and done something simple, smart and memorable…again.

Meet “Arlene.”

[youtube=://www.youtube.com/watch?v=PqW3NwZu8Kc&w=854&h=480]

Sure, there have been funnier spots. No, there’s nothing about this little video and “PR stunt” that benefits the greater good or hits on some higher purpose. And, yes, one might argue that myself and the other ad trades and marketing-monitoring folks out there are just getting drunk on the “Ryan Reynolds the famous actor did another funny, innovative thing” cocktail that we wouldn’t find so if it wasn’t…Ryan Reynolds. Perhaps.

But, c’mon, “Arlene’s Big Leap” IS clever. It’s also a brand sticking to its own script. SO many marketers talk about “tapping into culture,” “activating at seasonal moments,” “always-on,” “agile,” “scrappy,” blah, blah, blah. Very few do it.

It’s what I like most about the Aviation Gin’s efforts of late. These aren’t all hailmary’s that just happened to connect. This is the result of a systematic approach to marketing. It’s certainly not one that’s never-been-seen before. However, it’s one that is rarely done with real discipline, commitment and consistency of voice, tone, style and execution.

The consistency is one element. The creativity is another. Sure, this execution might seem “obvious.” Yet, I’ve not seen an alcohol brand do it before. It’s good-natured fun and humorous, and Leap Year is a brand opportunity. Why not for Aviation Gin? My favorite part is the casual, yet still intriguing “throwaway” line at video’s close.”

We’ll see if anything else is in store. Regardless, cute, clever and creative. Arlene and I will drink to that. Happy Leap Day to all you crazy kids out there.