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Who: SickKids Foundation, with Ryan Reynolds and his agency Maximum effort for strategy and creative’ Cairns Oneil for media’ Really Original for production (directed by Bryan Rowland). 

What: Year six of The Hospital for Sick Children’s fundraising collaboration with the Hollywood A-lister. This year’s execution features Reynolds as his superhero character Deadpool, with support from KidPool and Lynda Carter (aka “Wonder Woman”), and Reynolds matching donations up to $500,000. 

When & Where: The video was released Dec. 12 on YouTube and across social channels, and there’s a special donation site, SickKidsSweaterLove.ca, running until Dec. 25. There is some paid social advertising that pushes to the video posted on YouTube. 

Why: Reynolds has had a long connection to the hospital, and since launching the Ugly Sweater campaign in 2019, he’s helped raise more than $3 million for the hospital and generated more than 400 million media impressions across legacy and social media. The Ugly Sweater idea arose from a real-life prank by Reynolds’ Deadpool & Wolverine co-star Hugh Jackman, and Reynolds has found new ways to use it in each campaign since then. 

Aside from being a world-famous actor, Reynolds has very successfully dabbled in advertising and brand building through his agency Maximum Effort. When he comes to the Foundation with his ideas, the hospital seldom hesitates. 

“Ryan is in the driver’s seat, so we really trust him implicitly,” said Kate Torrance, vice-president, head of brand, content and comms at SickKids. “Everytime he’s hit it out of the park the first time.”

How:The idea this year was to leverage the super-popularity of Reynolds’Deadpool character (Deadpool & Wolverine is destined to be one of the top grossing films of the year).  

The 90-second spot opens with Deadpool and Kidpool on a Santa-esque sleigh. “Where to next,” asks Kidpool. “Well I thought we’d eliminate sick kids,” replies Deadpool. When Kidpool expresses horror at the statement with a deleted expletive, Deadpool explains he means eliminating “the sickness by encouraging people to donate.” 

But because the characters are R-rated, they need some help. At that point Lynda Carter, star of the ‘70s TV show Wonder Woman, magically appears. When she does her famous spin to switch into her Wonder Woman costume, she ends up in the Ugly Sweater, earning more expletives from both Deadpool and Kidpool.  

Deadpool blames the mistake on the DC lawyers. ”It’s probably the same guy that got Cavill,” he says, a reference to Henry Cavill, who plays Superman in a handful of DC films.  

The social ads all push to the video on YouTube, and emphasize the donation matching by Reynolds and his wife, Blake Lively. “Which is invaluable when it comes to getting people to donate,” said Torrance. In year one, Reynolds matched up to $100,000, and since then, Samsung has matched contributions. But Reynolds wanted to not only take that role this year but significantly increase the donation cap 

Any concern about using the famously R-Rated character? Not really. Even if it seems slightly unorthodox for a kids hospital fundraising effort, this helps SickKids reach the character’s fans and generate donations from people who may not have considered donating to—or even heard of—The Hospital for Sick Kids, said Torrance.   

“This is about him leveraging his fan base and his community, and we trust him… when we let him speak in his voice about his passion for us, then it works.”  

Last year’s video earned 11.2 million views on Instagram alone, and after just a few hours after launching the new video, it had been viewed nearly 500,000 times on YouTube. 

“We think between his matching [donations] and the Deadpool angle this year, we’re hoping to hit $4 million,” she said.

This story first appeared on Campaign Canada.