Pepsi Film, Digital UNCLE DREW by Davie Brown Entertainment

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UNCLE DREW

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Industry Soft Drinks
Media Film, Digital, Interactive & Mobile
Market United States
Agency Davie Brown Entertainment
Director Jonathan Klein
Copywriter Marc Gilbar
Producer Angie Revel
Account Supervisor Tom Meyer
Editor Damion Clayton At Rock Paper Scissors
Service Agency Rock Paper Scissors
Released May 2013

Awards

Cannes Lions 2013
Film Lions Internet Film; Branded Content Internet Film Bronze

Credits & Description

Type of entry: Internet Film
Category: Branded Content Internet Film
Advertiser: PEPSI
Product/Service: PEPSI MAX
Agency: DAVIE-BROWN ENTERTAINMENT Los Angeles, USA
Creative Director: Marc Gilbar
Copywriter: Marc Gilbar
Account Supervisor: Tom Meyer
Producer: Angie Revel
Director: Jonathan Klein
Editor: Damion Clayton
Sound Design/Arrangement: Heard City
Account Manager: Abby Jackson
Director Of Photography: Brian Thomas
Editing Company: Rock Paper Scissors
Other Credits: Special Effects Make-Up - Ed French/Music - Beacon Street Studios/Social Media - Fanscape
Brief Explanation
We disguised NBA player, 20-year-old Rookie of the Year Kyrie Irving, as an old man and take him to a real pick-up basketball game, filming the entire experience. We created the character of "Uncle Drew", a former baller who laments the absence of the "fundamentals" in the modern game of basketball.
We introduce Uncle Drew as a real person and thus the audience experiences the magic of having witnessed him take the court in person. Only after he dominates the game do we reveal his true identity.