Mint is a subsidiary of MVNO Ultra Mobile, and both piggyback the T-Mobile network in the US. Mint offers plans from $15 per month, the amount Reynolds will be paid monthly for his role. Reynolds also owns Aviation American Gin and has been help shake up its marketing, including in a humorous crossover advert with Samsung

The move comes shortly after T-Mobile’s divisive and disruptive CEO John Legere announced he was stepping down from his role. US telecoms is a pretty dour place and no matter what you think of him, Legere broke the mould. Maybe Reynolds will, too.