Deadpool is the modern Don Draper, albeit less handsome and misogynistic. And a touch more self-aware.

The promotion around the Merc with a Mouth's debut film was a masterclass: an endless stream of hilarious bits, all hosted by the fourth wall breaking hero himself, that secured a massive box-office for a film with a comparatively small budget.

Now the campaign is up for a Clio – the advertising award Don himself won in Mad Men – and as part of the nomination, Deadpool himself (Ryan Reynolds) explained how he did it step by step.

It's the most informative and disgusting media studies lecture ever. We can't wait to see what Deadpool does for the sequel. Maybe start his own home shopping network?