After more than two years, Pepsi is reprising its Uncle Drew campaign, starring Kyrie Irving. This time, he's schooling younguns and old-timers alike in an intense game of H.O.R.S.E. The fourth video in the hit series, themed around an NBA point guard dressed up like a cranky old man who plays basketball like the young pro he really is, launched Thursday and has already generated over 1.6 million YouTube views.
Davie Brown Entertainment
Dove Men+Care’s digital campaign for Father’s Day riffs off the idea that dads are sick of their Ward Cleaver image and want credit for changing diapers, making dinner and consoling heartbroken teens. But this creative isn’t all touchy-feely—it’s based on some hard data.
It might seem strange that PepsiMAX based its second "Test Drive" prank video with Jeff Gordon around doubts some people had about the first one. But it turned out to be a creatively fruitful approach. First, it was a way to draft off the success of the earlier megahit. It also gave the second video a strong narrative. (Gordon, again in disguise, takes one of the big doubters—Travis Okulski of auto blog Jalopnik—on a very real, hair-raising ride of his own.) And finally, in many ways it used Gordon's pride as an accelerator. This isn't a guy, after all, who would want you to think he couldn't do these stunts himself. Following the release of "Test Drive 2" on Thursday morning, we spoke with Marc Gilbar, creative director at Omnicom's Davie Brown Entertainment/The Marketing Arm in Los Angeles, which concepted and handled creative execution on the new video. (Like the first one, this one was directed by Peter Atencio of Gifted Youth.) Below, Gilbar tells us all about the production, from the genesis of the idea to the safety issues to the moment when Okulski almost kicks out the camera inside the taxi.