Ryan Reynolds isn’t just a Hollywood A-lister; he’s a marketing genius. Whether it’s Aviation Gin, Mint Mobile, or his recent ventures, Reynolds has shown us that a good sense of humour and a strong brand voice can transform even the dullest products into cultural phenomena.

Think about it—gin isn’t exciting, and mobile plans are about as unsexy as it gets. Yet, Aviation Gin sold for $610 million, and Mint Mobile was snapped up by T-Mobile for $1.35 billion. The secret? Reynolds uses humour, relatability, and a refreshingly self-aware tone to make people fall in love with these brands.

But what does this mean for B2B marketers? The good news is you don’t need Ryan Reynolds’ fame or a Hollywood budget to make this work. You just need to apply the same principles he uses to inject humour and personality into your marketing.

Step 1: Make Your Brand Relatable

Reynolds doesn’t just sell products—he sells stories people care about. His campaigns tap into universal truths and frustrations, making the brand feel approachable. For example, Mint Mobile’s ads often poke fun at the confusing, overpriced world of mobile plans. One campaign joked, “Big wireless charges you for stuff you don’t need. Ever pay for a gym membership you don’t use? Same thing.”

What You Can Do:
Start by identifying the pain points your audience faces. Is your B2B software hard to set up? Acknowledge it humorously, then show how you solve the problem. Relatability is your way into the hearts (and wallets) of your audience.

Step 2: Use Humour to Simplify Complexity

B2B products can often feel overly technical or dull. Humour is the antidote. Reynolds consistently uses comedy to make complex ideas digestible. Take his Aviation Gin ads—they don’t lecture you on distillation processes. Instead, they focus on absurd humour, like this advert for Father's Day called "Vasectomy."

What You Can Do:
Turn your product features into stories or analogies. If you’re marketing cloud storage, compare it to cleaning out your messy wardrobe. Keep it light and make your audience smile while explaining your value.

Step 3: Leverage Self-Awareness

Reynolds has mastered the art of self-deprecating humour. He knows people can be skeptical about celebrity endorsements, so he leans into it. In one Aviation Gin ad, he sarcastically points out the absurdity of him promoting alcohol. This honesty makes the brand feel authentic.

What You Can Do:
Be honest about your brand or industry quirks. If you’re selling a B2B CRM tool, joke about how “another login to remember” is worth it because your tool makes life easier. Self-awareness disarms skepticism.

Step 4: Jump on Trends and Memes

Reynolds keeps his campaigns culturally relevant by tying them to trending topics. His campaigns are quick to adapt, and they feel like part of the conversation rather than an interruption.

What You Can Do:
Use social media to spot trends that align with your brand. For example, if “quiet quitting” is a hot topic, tie it to your product with a meme about how your software helps teams collaborate without burnout.

NOTE: Use trends with caution as they are fleeting and it can be a double edged sword!

Step 5: Create Low-Budget, High-Impact Content

Reynolds’ campaigns don’t rely on flashy production. They’re simple, clever, and to the point. Dollar Shave Club, founded by Michael Dubin (who also invested in Liquid Death), perfected this formula with its viral video, "Our Blades Are F**ing Great,"* created on a shoestring budget.

What You Can Do:
You don’t need a blockbuster budget to be funny. A smartphone, a witty script, and an authentic message can go a long way. Showcase the everyday struggles of your audience in a humorous way that ties back to your solution.

Step 6: Make Humour Shareable

Humour drives shares. People love sending funny content to colleagues, which amplifies your reach. Liquid Death mastered this by creating outrageous campaigns, like selling a “heavy metal” water brand. The humour wasn’t just in the ads but in the packaging, slogans, and even product names.

What You Can Do:
Think beyond the ad itself. Inject humour into your email subject lines, social media captions, and product descriptions. Every touchpoint is an opportunity to make someone laugh and remember your brand.

Step 7: Focus on Authenticity Over Perfection

Reynolds doesn’t try to create “perfect” ads. Instead, he leans into authenticity. His Mint Mobile ads often look like they were filmed in a single take, featuring him speaking directly to the camera. This stripped-down style resonates because it feels honest.

In the advert example below it even takes a playful dig at green screen stock footage - something all B2B marketers can relate to!

What You Can Do:
Skip the polished corporate voice. Speak directly to your audience in a conversational tone. A funny LinkedIn post or a casual behind-the-scenes video can feel more authentic than a glossy, overproduced campaign.

Case Study: Liquid Death

Liquid Death’s success is a blueprint for low-budget, humour-driven marketing. Its slogan, "Murder Your Thirst," paired with bold, edgy humour, made canned water cool. One campaign even included a fake legal disclaimer for customers who wanted to sell their souls in exchange for a free case of water.

The brand took a boring product—water—and turned it into a cultural statement through humour, relatability, and viral marketing. If they can make water exciting, what can you do with your B2B product?

What You Can Learn

Ryan Reynolds, Liquid Death, and Dollar Shave Club have shown us that humour isn’t just for B2C brands. B2B marketers can use the same principles to stand out, even on a low budget. Here’s the quick overview:

• Be relatable and speak your audience’s language.

• Use humour to simplify your message.

• Lean into trends and memes.

• Create content that feels authentic, not overly polished.

• Focus on wit and creativity over expensive production.