UPDATE: A day later, the spot has more than 50 million views and counting.
Here's the runaway viral commercial of the week on Facebook—an Uncle Drew-style spot created by Thrillist for Smith & Forge hard cider.
The three-and-a-half-minute spot shows CrossFit Games competitor Kenneth Leverich done up in elaborate makeup to look like an 84-year-old man—and crashing Muscle Beach to show those young whippersnapper weightlifters a thing or two.
The ad, which has 27 million views and counting, was concepted and produced by Thrillist's in-house video team. It's part of a campaign titled Thrillist and Smith & Forge Present Hard Won, which has included a six-part sponsored content series.