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Ryan Reynolds loves himself a good viral campaign so who better to feature in his new ad for Aviation Gin than the Fyre Festival’s breakout star, Andy King? Reynolds is proving just how far he’d go for his brand by partnering up with the man who was willing to do ANYTHING to make Fyre Fest possible.

In the ad, Ryan can be seen passionately crafting a limited edition Aviation Gin bottle with his own blood (figuratively), sweat (literally) and tears (also literally). He narrates the process (which includes many gratuitous bicep shots, if you’re into that) and affirms his dedication to the brand by assuring viewers that he blew every single bottle personally—a fact that becomes very relevant when Andy pops in to agree that Ryan “gets it.”

If you, like many of us, watched the completely baffling Netflix documentary, FYRE: The Greatest Party That Never Happened, on how the Fyre Festival almost came to be, there’s a good chance you remember good ol’ Andy. He’s the one who was so willing to go the distance to make his protégé Billy McFarland’s project a success that he was fully ready to perform oral sex on a Bahamian border official so authorities would release their shipments of Evian water. His endorsement of Ryan’s dedication is a weighty one.

Andy’s admission almost instantly became the most viral moment in the documentary, sparking countless memes. Andy came out on top though (seriously, you can’t fault him for being the ultimate team player!) and has been offered everything from TV shows to bottled water partnerships (duh) to more event planning gigs (which you know he’ll give his all).

However famous (or debatably infamous) he is now, Andy’s also spending a lot of his time working on campaigns to pay back the labourers who weren’t compensated for their work building the festival site on the Bahamian island of Great Exuma.

The Reynolds-King collab isn’t just for laughs, it’s actually for a good cause. A portion of proceeds from the limited edition, hand etched, (possibly) personally crafted Ryan Reynolds Aviation Gin bottle will be donated to The Exuma Foundation, “a community based non- profit organization [which] for more than 20 years has been supporting the Island of Exuma through education, environmental and a variety of programs and social causes.” Unfortunately, the bottle is only available in select states and not at all in Canada.

Go Fund Me has already raised enough funds since the film debuted to pay back Maryann Rolle who provided food for workers during the building process and was also featured in the documentary. There are still more workers who have yet to receive compensation and the Exuma Foundation is looking to help with that.

King may be the meme but Ryan isn’t kidding when it comes to his dedication either. He invested in Aviation after having one sip, falling instantly in love with the “American Dry Gin” and it’s more subtle juniper flavour. At the time, he said, “Aviation is the best tasting gin in the world. Once I tried it, I knew I wanted to get involved with the company in a big way.”

Apparently he really, really meant it.