Ryan Reynolds is an actor, businessman and, as fans of his tongue-in-cheek videos for Aviation Gin know, a pretty funny pitchman. Reynolds, star of such hit movies as “Deadpool,” is also a co-owner of Aviation Gin, the liquor brand with headquarters based in Portland.
In the latest spot making the most of Reynolds’ sense of humor and marketing appeal, the actor speaks directly to the camera, offering “A few thoughts on Pumpkin Spice Season.” Those thoughts quickly turn out to be, well, not exactly a full-throated endorsement of getting cozy with a pumpkin spice latte.
“It’s nearly fall,” Reynolds says. “Which means the entire universe will once again be losing its mind for pumpkin spice.” After a burst of triumphant music, and a quick montage of tumbling leaves and smashing pumpkins, Reynolds continues.
“Well, not at Aviation,” he says. “Not on my watch. Let’s make a Negroni.”
In case anybody’s wondering how dissing pumpkin spice leads to concocting the drink that actor Stanley Tucci helped turn into a viral sensation, this happens to be something called “Negroni Week,” which runs from Sept. 18 to Sept. 24.
In honor of this event that, according to its website, is “celebration of one of the world’s great cocktails and an effort to raise money for charitable causes around the world,” Reynolds proceeds to list what goes into making a Negroni.
“While stirring, we’re going to take a moment to ponder why once a year for two or three months, we lose our (bleeping) mind over pumpkin spice,” Reynolds says. “What the (bleep) are we doing, people?”
Reynolds finishes adding a garnish to the Negroni and says, “(Bleep) you, pumpkin spice. It’s Negroni Week.” After a card bearing the “Negroni Week” logo appears, Reynolds then sheepishly walks back onto the set, and again addresses the camera.
“It’s come to my attention that pumpkin spice has quite a lot of fans. And a powerful lobby.” Reynolds says, then apologizes “for our previous commercial.”
If all this has made you thirsty, the “Negroni Week” website lets you find a venue that’s participating in the event. Click on this link to see Portland-area places that are celebrating: https://www.negroniweek.com/find/
— Kristi Turnquist
503-221-8227; [email protected]; @Kristiturnquist
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