Let’s be honest. This is about a commercial. All 300-whatever words of this article are meant to have you watch a new commercial for a gin company, tangentially related to film because the parent company is owned by actor Ryan Reynolds. But this is also one of the most incredible stories of social media self-inflicted wounds you’ll read this year, as well as an example of digital trend-jacking done well. We spend so much time as consumers of entertainment media just watching companies go through the motions – release a poster, release a teaser, yadda yadda yadda – that it is genuinely thrilling to see a company screw things up to that degree.

Continue reading Ryan Reynolds Brand Trolling Brilliance: Hires “Peloton Wife” For New Viral Ad at The Playlist.