Pepsi Max has well and truly brought its marketing game with a recent online short film, starring Australian-American basketball player and 2012 NBA Rookie Of The Year, Kyrie Irving, in disguise as a fictional character named "Uncle Drew".
Pepsi travelled with "Uncle Drew" to a local basketball court in Bloomfield New Jersey, to continue filming its documentary on "Kevin", Drew's relative, who was practising his game at the time.
When another player conveniently hurts his ankle, Kevin suggets "Uncle Drew" swap court-side sitting for a shot at slam-dunking. The events that unfurl leave the players confused and the by-standers begging for more.
And in case you missed the Pepsi Max product placement throughout and were wondering how indeed this is relevant to the brand, look to the tagline: "A zero-calorie cola in disguise".
The film was written and directed by Irving and produced by freelancer Angie Revell. It's clocked nearly 3.5 million views in less than a week, and even has its own twitter hashtag, #UncleDrew.
What do you think of the film?
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