Pepsi MAX & Kyrie Irving | “Uncle Drew”
They just don’t make ‘em like they used to. Or do they? In this hilarious new video, Pepsi MAX teams up with NBA Rookie of the Year Kyrie Irving to give us a vision of an old school baller we could only imagine. Makes me wish MJ still had these kind of moves instead of spending his time running the Charlotte Bobcats into the ground.
Irving’s skills are on full display in this video, both on the court and in his performance as Drew. After four hours of make-up, he is Uncle Drew – old and crotchety, bemoaning the state of basketball nowadays. It’s safe to say Kyrie has actually met a few old timers like this.
The ruse is simple: Drew accompanies his “nephew” Kevin to a game down at the local court. When a player on Kevin’s team is unexpectedly injured, Uncle Drew subs in. Drew is rusty at first, missing wide open jumpers (“bank!”) and lay ups, but it doesn’t take long for Irving to turn on the juice. Before you know it, Drew is throwing himself an oop-pass off the backboard and dunking to the amazement of all those gathered. It’s truly a treat to watch Irving school everyone on the court while referring to them all as “youngblood”. Pepsi remains low key in their branding, quietly appearing in the hands of a few spectators, letting Irving, an NBA superstar in the making, shine: not only does he “wow” on the court, he has the charisma and sense of humor to produce the best basketball commercials since this man.
Tipp-Ex | Hunter & Bear’s 2012 Birthday Party
Rule of thumb: sequels are never as good (except for The Empire Strikes Back). It applies to films as much as it applies to viral videos and marketing campaigns. Doesn’t mean that they can’t be fun.
Well the boys at Tipp-Ex are at it again, attempting to recreate the magic of their 2010 hit with the return of Mr. Hunter and Mr. Bear. This time around the duo (and their voyeuristic camera man) are in the midst of a birthday party when they are interrupted from the festivities by the impending arrival of a meteor sure to wipe out any and all traces of life on planet earth… yikes!
Like in the original we, the viewer, are given an inane choice – to either “End the Party” or to accept the inevitability of death and enjoy our last remaining moments by clicking “Don’t End the Party”. However, it seems the choice doesn’t really matter because clicking either option leads to the same outcome: the hunter decides he doesn’t want to to die, magically reaches outside the confines of the YouTube box (my god – is he breaking the fifth wall?), and grabs the conveniently placed Tipp-Ex eraser from the adjacent advertisement. He covers up “2012” from the title of the video and then pleads with the viewer to select another year, you know, when we were all better off.
And here’s where things get interesting. We pick a date, the screen flashes white, and Mr. Hunter and Mr. Bear enact out a scene from the corresponding year (or decade or century). All in all, there about 40 different variations: everything from a 9/11 tribute to Jesus’s birth to the year 3000. What’s interesting and exciting about Tipp-Ex’s campaign is not so much the content but the interactive strategy they are exploring. It’s like a choose-your-own-adventure book but with marketing. Tip-Exx is taking full advantage of the Internet’s ability to engage consumers and have been rewarded handsomely: 9, 565, 801 as of 10-22-12. It will be interesting to see how this kind of interactive approach will play out in other campaigns.
PBS – Mr. Rogers Remixed
Well PBS certainly stepped outside the box with this one. Working with YouTube creator John Boswell, aka Melodysheep, PBS has created viral tributes to its most revered figures. For those unfamiliar with Melodysheep, he is a master of autotune, selecting sounds bites and crafting them into full-fledged songs. If you haven’t already, check out his amazing (and informative) series of videos “Symphony of Science” featuring the works of Carl Sagan, Stephen Hawkins, and others.
Melodysheep has selected three of PBS’s most iconic broadcasters to auto-tune: Bob Ross, Julia Child, and Fred Rogers. No disrespect to Mr. Ross or Mrs. Child, their videos have put up respectable numbers, but Mr. Roger’s is blowing them out of the neighborhood!
And with good reason. Just about anyone who was a child at any point over the past thirty years has a fondness in their hearts for Mr. Rogers. But when was the last time you watched him as an adult (without children present)? Therein lies the genius of Melodysheep and PBS’s collaboration: by acknowledging the inherent silliness of Fred Rogers and the things he says, they can affectionately poke fun of him. Mr. Roger’s Remixed walks the fine line between childhood sentimentality and an adult (or at least adolescent) sense of humor. For instance, the creepy glitter in Roger’s eye when he says “In the garden of your… MIND” has me nervously laughing every time yet still manages to get across the sincerity of the man’s message. Working together, PBS and Melodysheep have taken Roger’s legacy a step further and successfully brought him to the tongue-in-cheek world of the Internet.
BMW – Bullet
BMW, now that’s a classy car company. Instead of opting to go the Carl’s Jr. route (I’m looking at you Kia!) and attempt to sell a car based on its merit to get women, they have decided to compare it to an entirely different sort of phallic object: a gun. Well technically a bullet, but it’s all relevant.
In the new online spot “Bullet” a BMW M5 races out of a pseudo barrel, quickly reaching top speed, and destroying anything in its path. Sure the things in its path happen to be made out of glass, balloons, and cardboard — but the M5 doesn’t care, it wrecks them all just the same! And in glorious slow-motion backed with classical piano accompaniment. It just goes to show that everything looks cooler slowed down.