Hugh Jackman works with Ryan Reynolds in R.M. Williams campaign
The ongoing ‘feud’/bromance between actors Hugh Jackman and Ryan Reynolds has notched its first collaborative win with the pair teaming up for a viral ad campaign spruiking an Aussie boot-making company — where Jackman bares all.
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They may mine their “pretend feud” for social media gags.
But the ongoing bromance between Hugh Jackman and Canadian superstar Ryan Reynolds has notched its first collaborative win with the pair teaming up on the viral R.M. Williams campaign launched worldwide on Friday.
Confidential can reveal the campaign, designed to help push the Aussie-born boot-making company into the global stratosphere, was produced by Reynolds’ burgeoning ad agency Maximum Effort which he formed in 2018 with ex-McCann executive George Dewey.
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And it’s understood Reynolds was the driving creative force behind the latest ad which stars Jackman, who is both a brand ambassador and a major shareholder of R.M. Williams, playing himself and wearing nothing but a pair of the company’s famed elasticised boots.
“Creatively, it was a joint approach by R.M. Williams and Maximum Effort, filmed in
February this year in the US,” Mat Hayward, from the bush apparel group, said.
“Hugh, as you know, has a great friendship with another leading man of popular culture (Reynolds), who happens to own Maximum Effort. Hugh introduced us to George Dewey … and everything just clicked.”
Hayward said Jackman was not fazed by the idea of baring all for the cheeky campaign.
“In true Aussie spirit, Hugh was all in from the get go,” he said.
“The intention was to let Hugh Jackman be Hugh Jackman and the rest would follow.”
Jackman owns a 5 per cent share in R.M. Williams, believed to be worth about $30 million.