MNTN knows that advertising can feel like lighting money on fire—literally. In this ad, they take that idea to the extreme, turning traditional TV ad spend into a raging inferno of wasted budgets. Enter MNTN: the ad platform that delivers high performance without the burn (of both your cash and your sanity).
The Formula (That Works at Any Budget):
Literal Metaphors = Instant Clarity – A flamethrower, burning piles of cash, and an office in full-blown crisis mode? It’s an over-the-top way to show what bad advertising feels like—and it works.
→ Lesson: The best metaphors aren’t just spoken—they’re visual, visceral, and impossible to ignore.
Clear Problem = Clear Solution – The setup is simple: wasting money on ineffective ads is a disaster. MNTN is the fix.
→ Lesson: Frame your product as the clear, logical alternative to a universally frustrating problem.
Ryan Reynolds Factor = Built-in Engagement – Having Ryan Reynolds casually deliver the punchline while chaos unfolds around him keeps the ad effortlessly cool, confident, and memorable.
→ Lesson: If you can’t afford an A-list celebrity, lean into deadpan humor, contrast, and self-awareness for a similar effect.
Humor Breakdown:
This ad thrives on visual exaggeration and contrast—dramatic chaos vs. effortless cool. The humor comes from how unbothered Ryan Reynolds is while everything (and everyone) around him is literally going up in flames. It plays on the absurdity of wasted ad spend in a way that’s instantly relatable to marketers who’ve been burned before.
Final Verdict:
MNTN delivers a fire-proof ad (ironically full of fire) that perfectly communicates why their platform is the smarter way to advertise on TV. By pairing big-budget destruction with deadpan wit, the message sticks: Stop setting your ad budget on fire—use MNTN instead.
Brave-o-meter score:Â
B-8 | R-8 | A-9 | V-9 | E-8
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: MNTN
LinkedIn: MNTN LinkedIn Page
