Posted by Michael Waltzer on November 5, 2012 10:29 AM
Uncle Drew (Cleveland Caveliers' breakout star Kyrie Irving) and Wes (Minnesota Timberwolves' star Kevin Love) are back and on a mission: to go out and get the old team back together. The players and spectators at a Los Angeles basketball court had no idea what was about to happen and were told that they would be filmed for some "basketball B-roll footage" for a local TV station. The resulting video, a mix of product placement and branded entertainment, was uploaded by Pepsi MAX on Oct. 30 and already has more than 1.5 million views.
The LA crowd is in disbelief when these two old-timers give it a go in the court, and reveal how much better they really are. It's quite a spectacle, the second in the series so far, and a definite win for Pepsi MAX — although surely they can't keep fooling locals with NBA All-Stars in disguise much longer. The PepsiCo-owned brand released the first "Uncle Drew" video with Irving earlier this year, which was then turned into a 30-second commercial that ran during the NBA finals last season. More details in the ESPN interview and behind-the-scenes clips below.
More about: Pepsi, PepsiCo, Pepsi MAX, Beverages, Branded Entertainment, Product Placement, Advertising, Campaigns, Kyrie Irving, Kevin Love, Sports, NBA, Basketball
Winfred Goldenman says:
Discovered this particular on MSN and I content I did. Well written content.
November 10, 2012 08:17 PM #
Associate Editor, brandchannelNew York
Associate Consultant, Verbal IdentityNew York
Resource AssociateNew York
Senior Account ManagerToronto
Freelance Trademark AnalystNew York
Tone of Voice SpecialistDallas
view all jobs...
Airlines, Alcohol, Automotive, Beauty, Beverages, Branded Entertainment, Design, Corporate Citizenship, Entertainment, Fashion, Finance, Food, Healthcare, Luxury, Media, Mobile, Non-Profit, Pharma, Product Placement, Retail, Sports, Sustainability, Tech
Tips? Ideas? Contact:firstname.lastname@example.org