Pepsi MAX & Kyrie Irving Present: “Uncle Drew”

I believe in the “truth” in advertising – that is the fact that creative scenarios are relevant, interesting and believable to the people who they are targeting.

This is critical in talent use. A previous post on Beckham and Beethoven shows that “making it up” doesn’t cut it. The joke or demonstration of skill needs to be genuine.

Pepsi have developed this film with Australian-American basketball player and 2012 NBA Rookie Of The Year, Kyrie Irving, in disguise as a fictional character named “Uncle Drew”.

It plays out in a really believable manner – you see the surprise and delight is genuine in the crowd. As it develops it becomes truly entertaining as Uncle Drew turns it on.

The branding is light. A couple of pack shots and credits.

But because of the high level of engagement, it works. This is creative content that is clever and attributes a lot of brand value to the guys who thought it up.

3 million plus views and the associated talk-ability prove that the effort is worth it.

Great talent is also important – the film was written and directed by Irving.

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