Pepsi MAX and Kyrie Irving present ‘Uncle Drew,’ which is a short film featuring the NBA player for the Cleveland Cavaliers dressed up as Uncle Drew. This film was written, directed and stars Kyrie Irving with expert makeup by Ed French.
Though the makeup and directing are great, the meat and potatoes of the clip can be found in its plot: Uncle Drew’s nephew Kevin is playing in a Street Ball contest at Clark’s pond courts in Bloomfield, New Jersey, and Uncle Drew goes to watch. When someone at the contest gets injured, Uncle Drew is the replacement, and ends up dominating the whole court. Uncle Drew steals the show, and as the crowd gathers, he keeps getting better.
He steals the ball from others, dribbles around all of the players, performs inconceivable tricks and numerous three-pointers. A crowd gathers and begins cheering him on as he chirps the other players. The end of the video shows Uncle Drew four hours earlier, getting a complete facial transformation while he sips on Pepsi MAX.
Kyrie Irving was the Rooking of the Year, but this ad proves that Uncle Drew is no rookie at basketball.
Celebrity Soda Campaigns
Pepsi MAX and Kyrie Irving Present ‘Uncle Drew’
Trend Themes
1. Branded Short Films - Opportunity for brands to create compelling short films featuring celebrities to engage and entertain audiences.
2. Celebrity Endorsements - Growing trend of celebrities endorsing products to boost brand visibility and credibility.
3. Experiential Marketing Campaigns - Rise of immersive marketing campaigns that create unique and memorable experiences for consumers.
Industry Implications
1. Beverage - Beverage companies can leverage branded short films and celebrity endorsements to create buzz around their products and expand their consumer base.
2. Film and Entertainment - Opportunity for film and entertainment companies to collaborate with brands for branded short films and create engaging content for their audiences.
3. Sports and Athletic Apparel - Sports and athletic apparel brands can explore experiential marketing campaigns to connect with consumers on a deeper level and differentiate themselves in the market.