Steve-O eats a Carolina Reaper pepper to explain Ryan Reynolds’s ad business
MNTN owns Reynolds’s creative shop Maximum Effort, and this gloriously dumb stunt explains how it all works.
Last June, Culver City, California-based ad-tech software firm MNTN (pronounced “mountain”) acquired Ryan Reynolds’s digital marketing studio Maximum Effort, and named the Hollywood star as its new chief creative officer. Since then, Maximum Effort has continued to churn out advertising hits for brands Aviation Gin, Mint Mobile, Match.com, Peloton, and more.