Pepsi Max: Uncle Drew
Pepsi Max sought to boost brand relevance and engagement among young, sports-minded consumers. The client needed a campaign that would generate significant buzz and social sharing, reinforcing Pepsi Max's association with excitement and unexpected greatness in an authentic way.
Creative Idea
An NBA star disguised as an old man surprised pick-up basketball players.
Pepsi Max disguised NBA star Kyrie Irving as an elderly man, Uncle Drew, to play in a casual pick-up basketball game, dramatically reversing expectations and showcasing unexpected talent. This created an authentic, shareable moment of surprise and delight, effectively linking the brand to unexpected greatness and youthful energy.
The Zero Calorie Cola in Disguise
Four Hours of Old Age
To transform the 19 year old Kyrie Irving into a 70 year old streetballer, the production enlisted Oscar winning makeup artist Ed French. The process required four hours of prosthetic application before every shoot. To maintain the element of surprise at Clarks Pond in New Jersey, the crew utilized a "documentary" cover story. They told bystanders they were filming a piece about a fictional player named "Kevin" - played by Irving's real life childhood friend - to explain the professional camera presence without tipping off the local players.
From Viral Prank to Hollywood Feature
The campaign pioneered the "prank-vertising" format, opting for long-form digital content over traditional 30 second TV spots. The strategy was a literal metaphor for the product: an elite athlete in disguise represented a zero-calorie cola in disguise. The impact was immediate, with Chapter 1 garnering 10 million views in three weeks. The series eventually surpassed 100 million views, leading to a 2018 feature film that grossed $46.5 million worldwide. This remains the most successful example of a brand-owned character transitioning into a theatrical film.
Buckets and Youngbloods
The name "Drew" was pulled from Irving's middle name, Andrew. While Davie Brown Entertainment led the creative, the brand often credited Irving as the writer and director to enhance the "authenticity" of the viral shorts. The campaign successfully injected new slang into the basketball lexicon, popularizing the phrases "Get buckets" and "Youngblood." Beyond the digital buzz, the campaign drove significant commercial growth; in the UK market alone, Pepsi Max’s Net Sales Value grew from £10m to £25m during the campaign's lifespan.
Creative Strategy Deconstructed
Company
Pepsi Max, a brand linked to youthful energy and unexpected enjoyment, could credibly deliver a surprising, high-energy sports activation.
Category
Sports advertising often features athletes directly in peak performance, or focuses on product benefits, rarely using elaborate hidden camera pranks.
Customer
Audiences crave authentic, surprising moments and the thrill of unexpected talent, especially when it challenges perceptions and delivers pure entertainment.
Culture
The cultural trend of viral hidden camera pranks, celebrity stunts, and the relatable authenticity of pick-up basketball games made this resonate.
Company
Pepsi Max, a brand linked to youthful energy and unexpected enjoyment, could credibly deliver a surprising, high-energy sports activation.
Category
Sports advertising often features athletes directly in peak performance, or focuses on product benefits, rarely using elaborate hidden camera pranks.
Strategy:
Disrupt mundane expectations by revealing hidden talent, linking the brand to surprising, high-impact, and shareable experiences.
Customer
Audiences crave authentic, surprising moments and the thrill of unexpected talent, especially when it challenges perceptions and delivers pure entertainment.
Culture
The cultural trend of viral hidden camera pranks, celebrity stunts, and the relatable authenticity of pick-up basketball games made this resonate.
Strategy:
Disrupt mundane expectations by revealing hidden talent, linking the brand to surprising, high-impact, and shareable experiences.
Strategy Technique
Reverse Expectations
The campaign deliberately set up the expectation of an elderly, unskilled player. By revealing Kyrie Irving's true identity and talent, it created a powerful, memorable moment of surprise and brand association with unexpected greatness.
Creative Technique
Prank
The campaign used a hidden camera prank with Kyrie Irving disguised as an old man. This created genuine surprise and humor as he revealed his incredible basketball skills, entertaining viewers and participants alike.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional primarily due to its groundbreaking use of special effects makeup and the masterful performance it enables, which together create a highly engaging and surprising narrative that effectively delivers the brand's message of 'disguise' and unexpected quality. The cinematography skillfully captures the narrative's evolving mood and dynamic action.
The transformation of Kyrie Irving into Uncle Drew is remarkably realistic, maintaining convincing facial expressions and body movement, which is central to the ad's believability and impact.
Kyrie Irving's portrayal of Uncle Drew is brilliant, capturing the character's demeanor, speech patterns, and physical movements both as an old man and as a skilled basketball player in disguise.
The camerawork effectively builds suspense and excitement, transitioning from static, observational shots to dynamic, action-packed sequences that highlight Uncle Drew's skill and the crowd's reaction.
The detailed set dressing for the makeup room and the authentic feel of the outdoor basketball court contribute significantly to the ad's realistic and immersive atmosphere.
The effectiveness of the campaign hinges on the seamless synergy between the exceptional special effects makeup and Kyrie Irving's compelling acting, which together create a believable and captivating character that drives the entire narrative.
