The Westminster Dog Show is pretty much the biggest event in the canine world. It began Monday morning and culminates this evening when some Havanese or Whippet or Shetland Sheepdog will be crowned “Best in Show.” You can’t begin to imagine the brushing involved, but that’s not the point.

The point is that the Westminster Dog Show airs on FS 1, FS2, and the Fox Sports App. And they’d really like you to watch.

Enter Ryan Reynolds …

Fox paid nothing to have Ryan Reynolds promote their event. That’s because Reynolds bought a stake in his Portland based spirit early in 2018, and ever since, has lent his considerable charm and wit to promoting it.

Reynold’s brilliant approach to video-based brand expansion for Aviation Gin uses clever cross promotions and collaborations with everyone from Samsung to Virgin Atlantic to Peloton … or actually, just the actress from that much maligned Peloton commercial. He doesn’t buy media, he earns it. And more importantly, he earns audiences. So advertisers like Fox Sports eagerly sign up to partner with him.

Fox Sports wins, Aviation wins, and those of us who just like a smart-assed charmer? We win too.

These simple, clever, quickly-produced brand videos, keep both Reynolds and his investment top of mind with his gin-drinking audience.

Don’t believe me? Check out some of these YouTube comments …

Well played you clever Canadian. Well played.