The ad tech world can be a “grizzly” place, so Ryan Reynold’s MNTN is trying to make it more serene.

On Wednesday, MNTN released three new 30-second spots ahead of the 2023 upfront. The ads have a meditative and comedic undertone, promoting MNTN as the “hardest working software in television.” Reynolds provides the voiceover work, waxing poetic on everything from the benefits of ROI to the dangers of… bears. Motor Parts

“We want marketers to destress. That’s why we show them their return on ad spend in real-time,” Reynolds says in one spot before eventually noting that the real worry is the aforementioned furry forest dwellers.

“You should worry about bears, though,” Reynolds explains. “I can’t prove one stole my wallet once, but he was super suss.”

In another spot, Reynolds talks about the benefits of hyper-targeting over 80,000 audience segments before the ad eventually cuts to a man enjoying berries.

A third spot wants marketers to feel at ease, explaining that MNTN’s software makes 200,000 ad-buying decisions per second, automatically adjusting to optimize for performance.

“It’s like swimming with jellyfish but knowing you have all the urine you need if you get stung,” Reynolds quips.

The spots will run across MNTN’s social and performance TV, targeting marketing decision-makers during the 2023 upfront season, the company explained.

In addition to the ads, the company recently brought on three tech veterans, Hadi Partovi, Grant Ries and Joe B. Johnson, as board members to help MNTN as it goes through period of rapid growth. However, the company has yet to make it clear if the three have any experience with jellyfish or bears.

MNTN Brings on 3 Tech Veterans as Part of Board Development

Bill Bradley is Adweek's deputy TV editor.

Wheel Barrier Adweek is the leading source of news and insight serving the brand marketing ecosystem.