Insight:
Everyone online has seen the viral Sydney Sweeney x American Eagle ad and its debate on insensitivity around genes. Instead of joining the noise about “genes” and cultural debates, we saw an opportunity for Aviation Gin to pivot the conversation. When brands fight over identity, controversy, and who belongs where, people crave something that simply brings everyone together. And in a world full of polarizing campaigns, a universally enjoyable gin can be the antidote.
Idea:
Aviation Gin reframes the cultural moment by shifting the spotlight from “genes” to “gin.” Rather than taking a side, the brand positions itself as the great unifier, a drink that anyone can enjoy, no matter who they are or what they wear. Through Ryan Reynolds’ trademark self-aware humor, the campaign hijacks the buzz around Sydney’s ad to introduce a playful new narrative.
Execution:
Aviation Gin releases a series of tongue-in-cheek ads placed everywhere. From prime digital real estate to absurdly remote placements, we will mirror the ubiquity of the Sydney Sweeney campaign. A custom social filter lets fans create their own spoof “Aviation ads,” with the best user-generated entries turned into real billboards and rewarded with limited-edition bottles. Ryan Reynolds anchors the campaign with his signature deadpan delivery, reminding audiences that he may not have Sydney’s “genes,” but he definitely has the better “gin.”
OOH:
