Tim Hortons is attaching itself to a popular superhero IP again with a new menu item named after Deadpool star Ryan Reynolds.
The spot, created in collaboration with film-production agency Maximum Effort, plays on Reynolds’s requests for his on-set rider while working on a film shoot. In the commercial, Reynolds asks for the new Ryan’s Scrambled Eggs menu item, Tims coffee and a number of other esoteric asks, including a jar of fresh air from his hometown of Vancouver.
“Ryan has been a great partner and so enthusiastic about leaning into his own love of the Tims brand as we worked on how to bring this really fun collab to life,” Tim Hortons CMO Hope Bagozzi said in a news release.
“We’re proud to be a daily breakfast and coffee destination for so many of our guests and this partnership with Ryan is another way for us to offer a uniquely-Tims morning meal that kickstarts your day with great taste and great value.”
The partnership was first teased at in a video posted on Tims Hortons’ social-media channels in the leadup to the premiere of the 2024 summer blockbuster Deadpool & Wolverine.
The QSR went on to team up with Marvel Studios Canada and Reynolds for a special screening of the movie in Toronto and Tims launched a video on TikTok, Instagram, Facebook and YouTube that featured Deadpool relaxing with a Tims coffee.
Bagozzi said there is a Canadian throughline between Deadpool & Wolverine and Tim Hortons: The Deadpool character is from Saskatchewan and Wolverine is from Alberta and the movie is directed by Montreal-native Shawn Levy.
“We all thought we could have some fun bringing Canada’s favourite coffee and Canada’s favourite super hero together.”
