MNTN’s “Seymour ROAS” ad brings back Ryan Reynolds’ signature ad style—deadpan humor, self-awareness, and a marketing term turned into a quirky character. This time, we meet Seymour ROAS (Return on Ad Spend), a literal embodiment of every marketer’s dream: an ad that actually delivers results. The concept is simple but hilarious—why chase better ad performance when you can just hire a guy named Seymour ROAS?
The Formula (That Works at Any Budget):
Over-the-Top Character = Instant Hook – Instead of just talking about ROAS, MNTN turns it into a walking, talking, weirdly confident human. The ridiculousness of the character makes the ad fun to watch while reinforcing the brand’s focus on ad efficiency.
→ Lesson: Personify a concept or pain point in an unexpected way to make it more memorable.
Humor Through Literal Interpretation – The joke lands because “Seymour ROAS” is treated as a real person who is somehow responsible for ad success. By playing it straight, the humor builds naturally.
→ Lesson: Take an industry buzzword literally to create a comedic twist that entertains and educates.
Ryan Reynolds’ Signature Style = Built-in Credibility – Reynolds’ witty narration and self-aware delivery make the ad feel effortlessly cool. His presence alone gives the brand an edge in the crowded ad tech space.
→ Lesson: If your brand has a distinct voice or personality, lean into it for authenticity and impact.
Clear Product Benefit, Hidden in the Humor – The entire joke works because MNTN is actually good at what it does. The humor doesn’t overshadow the message—it reinforces it.
→ Lesson: Use humor to highlight your unique value proposition, not distract from it.
Humor Breakdown:
The humor here is dry, self-referential, and rooted in marketing absurdity. The idea of literally hiring “more ROAS” instead of fixing your ad strategy is both ridiculous and painfully accurate. The straight-faced delivery makes the joke even funnier.
Final Verdict:
MNTN once again proves that B2B ads don’t have to be boring. By turning an industry metric into a quirky character, they make digital ad performance fun, memorable, and impossible to ignore. Smart, witty, and effortlessly effective—just like MNTN itself.
Brave-o-meter score:
B-7 | R-8 | A-7 | V-8 | E-9
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: MNTN
LinkedIn: MNTN LinkedIn Page
