When a Peloton ad went viral for all the wrong reasons back in late 2019, Ryan Reynolds' startup marketing firm Maximum Effort immediately got to work. Sure, this wasn't Deadpool's traditional pond to play in, but the idea was too good and the response was an ad that went infinitely more viral for the liquor company he owned, Aviation Gin. 
This was the first big hit for an agency that is quickly redefining what it means to market for companies you have a stake in. The technique used is part of a marketing tactic he's since helped make more famous: Fastvertising. 
Will it be a more common approach in the future? 
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