A couple of tipsters were raving to us over the weekend about this new, five-minute ditty from The Marketing Arm for PepsiMax, which has garnered nearly 1.3 million views since its Friday debut. So, what happens when a college-turned-NBA star decides to go undercover and take part in a little game of street hoops in Bloomfield, New Jersey?
Well, look no further than the clip above starring NBA’s 2011-12 Rookie of the Year Kyrie Irving, the former Duke standout and current Cleveland Cavaliers guard, who goes incognito and decides to do some hustling in a pickup game. If you feel like watching “Drew” really take off and talk smack in the process, just fast-forward to around the 2:00 mark. Or, just stick through the whole clip and see how Kyrie transformed into character for this PepsiMax piece, which, to be specific, was concepted/produced out of the Omnicom-owned Marketing Arm’s L.A. office. Now, if you’ll excuse us, we’ll go figure out how Irving’s game compares to the pickup battle that Kevin Durant engaged in and destroyed last year. Credits for “Uncle Drew” after the jump.
AGENCY — The Marketing Arm/Davie Brown Entertainment (Los Angeles)
VP, Creative Director = Marc Gilbar
President, Group Account Director = Tom Meyer
CEO = Lewis Henderson
Account Executive = Abigail Jackson
Account Coordinator = Jennifer Hershman
PRODUCTION — Minus L
Line Producer: Angie Revell
Editor: Damion Clayton
DP: Brian Thomas
Mixer: Heard City (Philip Loeb & Evan Mangiamele)
Music: Beacon Street Studios
Special Effect Make-Up: Ed French
Asst Make-up: Sue Lee