pepsi max presents "Uncle Drew"

idea

Find an engaging way to promote Pepsi Max, Pepsi's "zero-calorie cola in disguise"

ignition

Created a 5-minute video featuring a compelling character - Uncle Drew - Rookie of the Year Kyrie Irving, the youngest player in the NBA, disguised as an elderly, gray-haired old-school hoopster who surprises onlookers at a pick-up basketball game.

impact

The program was described by critics as "entertaining," "engaging," and "on-brand," the video has logged nearly 14 million views and 50,000 likes on YouTube. In terms of engagement, 80% of viewers watched the video past the 4-minute mark. Pepsi later re-edited the video into 30-second TV spots aired during the NBA Finals.

Check out the full video here: http://www.youtube.com/watch?v=8DnKOc6FISU


 

 

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