EXCLUSIVE: Ryan Reynolds is in final negotiations to star in the dramedy Truth In Advertising with veteran Brit director Roger Michell (Notting Hill) also on board. The Solution Entertainment Group’s co-founders and partners Lisa Wilson and Myles Nestel are financing and producing the film alongside Lynn Hendee (Ender’s Game) and William Chartoff (Creed).

The Solution is also handling international sales at the upcoming American Film Market. WME is repping North American rights and arranged the financing.

John Kenney wrote the screenplay, an adaptation of his acclaimed debut novel of the same name. Filming begins next spring. Reynolds plays Fin Dolan, whose boss asks him to cancel his Christmas vacation to work on an ad campaign. When his best friend announces she has just been proposed to and his estranged father lands in the hospital, Fin begins to wonder why everyone else is moving forward with their lives while he is stuck in neutral.

A frequent contributor to The New Yorker, Kenney’s novel was published in October 2013 by Simon & Schuster. He won the Thurber Prize for American Humor for the book which takes a satirical look at corporate and consumer culture.

“John Kenney has adapted his genius novel beautifully and crafted a smart, funny modern tale which analyzes society’s obsession with consumerism,” said Wilson and Nestel. “His script is in safe hands with Roger Michell who previously explored our media-crazed culture in Notting Hill. The charismatic Ryan Reynolds is perfect for the role of the everyday advertising executive trying to find his way in a confusing world.”

Reynolds is on something of a tear, with A24’s Mississippi Grind opposite Ben Mendelsohn drawing positive buzz. Reynolds’ redband trailer for Marvel spinoff Deadpool has also set the Internet alight and whetted fanboy appetite with its salty attitude. Fox releases that pic, a potential R-rated tentpole, in February. Reynolds also stars opposite Kevin Costner and Gary Oldman in Summit’s Criminal.

Michell is in pre-production on psychodrama My Cousin Rachel for Fox Searchlight with Rachel Weisz and Sam Claflin in talks to star in the adaptation of the Daphne Du Maurier novel.

Reynolds is repped by WME. Michell is repped by WME and Independent Talent Group.