After a Coldplay concert "kiss cam" scandal involving two Astronomer executives went viral, the data startup tapped Ryan Reynolds' agency Maximum Effort to spin the moment into a marketing win. The ...

Ryan Reynolds is having some fun with Hollywood’s ongoing backlash over the AI-generated actress Tilly Norwood. In his latest Mint Mobile ad, the actor stars alongside a real Natalie “Tilly” Norwood, ...

Maximum Effort is not just a clever name—it has been the pulse of Ryan Reynolds’s second act. What started with self-aware ad stunts turned into full-blown brand magic, from Aviation Gin to Mint ...

Reynolds and Norwood star in the spot, which launches Mint Mobile's Minternet home internet offering. By Alex Weprin Senior Editor No, not the AI-generated Tilly Norwood, the real Tilly Norwood, an ...