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Being called for jury duty is an undeniable headache, and dodging this commitment is a universal cause for celebration. But in his latest Mint Mobile spot, Ryan Reynolds is serving a sales pitch and exposure therapy to a juror who has had more than just a few long days to complain about.
Reynolds and the brand summoned Ronald Gladden, the breakout star of Amazon Freevee mockumentary Jury Duty. The show follows the unsuspecting Gladden, who thought he was signing up for real jury duty—but unbeknownst to him, everyone involved with the trial was an actor.
As the subject of a televised social experiment, he is now grappling with some understandable issues about what is real or staged.
“I have some major trust issues,” Gladden says. “I’ve been through some shit, man.”
By bringing Gladden on set, Reynolds wants to underscore that while Mint Mobile’s consistently low prices despite inflation are hard to wrap your head around, he is capable of winning over even the most skeptical consumer.
“I’ve got you,” Reynolds tells Gladden as he concludes the 30-second spot by soliciting a hug. “You can trust me, I’m an actor.”
“Mint Serves Jury Duty” is the latest creative to come out of Reynolds’ agency Maximum Effort. In addition to Aviation Gin and Betty Buzz, which Reynolds founded with his wife, Blake Lively, the shop has launched work for clients including Deadpool, Match and Kraft-Heinz.
A September spot aligned Mint Mobile with a name that carries a reputation for cost consistency: 99-cent AriZona iced tea.
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