FROM

The Peloton ad angered America. That’s why Ryan Reynolds’ Aviation American Gin ad is so brilliant

Research shows marketers who can harness anger to their advantage stand to make strong connections with consumers.

A screen capture from Aviation American Gin’s newest ad, starring “Grace in Boston’’ as herself. –Ryan Reynolds/YouTube

Driving angry is problematic. Going to bed angry isn’t advised. But shopping angry? Well, that might actually have some benefits.

A researcher at Northeastern University has found that consumers who shop while angry have an easier time making decisions about their purchases, and tend to be happier with the results.

Marketers who can harness anger to their advantage stand to make strong connections with consumers, which is why actor Ryan Reynolds’ new ad for his brand of Aviation American Gin, which uses the same actress featured in the controversial “Grace in Boston’’ Peloton commercial, is so brilliant.