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.
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.