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Ryan Reynolds on ‘Deadpool,’ diversity, and the secrets of successful marketing

For delivering an honest message, even when it’s difficult, Ryan Reynolds is one of Fast Company’s Most Creative People in Business for 2020.

Ryan Reynolds on ‘Deadpool,’ diversity, and the secrets of successful marketing

[Photo: Guy Aroch/Trunk Archive]

BY Jonathan Ringenlong read

The phone rang. It was Ryan Reynolds. He had an idea.

It was early December, and an ad for Peloton, in which a yuppieish husband buys one of the company’s $2,000-plus stationary bikes for his young wife, had just gone viral—though not in the way Peloton might have hoped.

Commentary homed in on the lead actress’s pained facial expression, surmising that “Peloton Girl,” as she was nicknamed, was being forced to exercise by her sadistic, thinness-­obsessed partner. The ad was mocked for being sexist, out of touch, and even a full-on dystopian nightmare. As the furor peaked, on December 2, the company’s valuation dropped by a billion dollars, literally overnight.

At the center of all this, quietly freaking out, was the ad’s lead actress, Monica Ruiz. “I started getting all these messages from family and friends, like, links and screenshots,” she said later on the Today show. “Some of it was really negative. I was like, I can’t read any more of this.” She declined several interview requests. But then she received a call from one of the people on the planet best-suited to help her navigate this moment.

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ABOUT THE AUTHOR

Jonathan Ringen is a freelance writer based in Brooklyn. He contributes regularly to Rolling Stone, Men’s Journal, Details, and Billboard. More


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