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"Uncle Drew" Pickup Basketball Video Is Advertisement, Still Awesome

Yes: The Uncle Drew video, which features Kyrie Irving in his directorial debut, is an advertisement for Pepsi Max; yes, I'm not sure how real it is; yes, the scene at the end where somebody is drinking Pepsi Max through a straw, the label placed just-so, is Wayne's World-level awkward product placement. Yes, this video is a hundred years old and I'm the last guy to notice it. For all that: It's still pretty great.

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Please watch it in full-screen. This is exactly the kind of positive opportunity new media advertisement opens up; for all the negative stuff you hear about it--the mealy-mouthed social media efforts, the "like this post if you think [thing that isn't advertising] is great," the general disrespect shown toward an advertiser's target audience--you do also get slickly produced, entertaining, niche-targeted short films like this one.

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Notice: I believe this is the first Pepsi ad I've enjoyed in approximately a thousand years. Pepsi ads always try too hard, aim a little bit too current, act a little bit too much like a middle-aged man trying too hard to be cool by googling Lady Gaga's name. This one's great--and aside from the product placement, it's also a clever statement of their slogan for Pepsi Max, even though it fails to tell me why this is different from Pepsi One.

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