Ryan Reynolds is starring in a new science fiction/action flick, and to tease the upcoming trailer release, Reynolds did something…unique.

These days, there is a growing trend of creating a teaser trailer to tease the release of a full-length trailer. So Ryan Reynolds decided to play into that trend for his upcoming movie, Free Guy, but with his own unique twist on the idea.

In a video released on his YouTube channel, Ryan Reynolds did an interview with his co-stars Joe Keery, Jodie Comer, and Lil Rel Howery, talking about what drew each of them to work on Free Guy. While the answers start out pretty run-of-the-mill, discussing the love of the script and the team working on the film, when it gets to Reynolds, things get…weird.

Instead of talking about his love for the script, Ryan Reynolds hijacks the entire interview, saying that what really made him fall in love with the movie was the shirt, which he promptly begins to sell to the viewers, infomercial-style. There’s even a number you can call (which this reporter can confirm 100% works) to “order the shirt.”

When Howery asks what is going on with this random infomercial, Reynolds explains that they have to “up their merchandising game” thanks to Disney. He continues to sell the shirt and even begins to sell his “Guy” name tag–something that a caller, also named Guy, gets pretty excited about.

It is, without a doubt, one of the most bizarre movie marketing campaigns ever (since Reynolds explained how he got into character for Detective Pikachu, at least), but we are totally here for it. And we love anything that lets that natural Ryan Reynolds weirdness reach its full potential.

So what is the story behind Free Guy? The movie is about a banker (Ryan Reynolds) who realizes he is an NPC in a brutal, open-world video game. So as the movie’s tagline says, “The world needed a hero, they got a guy.”

It sounds like the perfectly hilarious and bizarre movie that is right in Ryan Reynolds’ sweet spot, and we can’t wait to see the trailer tomorrow or the movie itself, which releases in movie theaters in July of 2020.