The company’s popular sugar free soda snagged up newly minted NBA Rookie of the Year Kyrie Irving for this awesome spot. Mr. Irving played one year for Coach K. at Duke, before being drafted number one overall by the Cleveland Cavaliers. Pepsi Max, the “zero calorie, maximum taste” soda and Davie Brown Entertainment created a five minute video that took YouTube by storm.
The YouTube description is as follows: Pepsi MAX went to a pick-up game in Bloomfield, NJ pretending to shoot a documentary on a basketball player named “Kevin.” When his Uncle Drew came into the game, some magical things happened.
The spot provides some great unscripted moments as well as securing the brands newest tag-line. “A zero calorie drink in disguise.” The tie-in with the creation of the “Uncle Drew” character provides the brand with a new and perhaps recurring ad figure as well as a viral hit. Since the video was first posted on 18th of May it has surpassed the 7 million view mark. Pepsi seems to be hitting its marketing stride these past few months and hopefully there are some great campaigns still to come.