‘Uncle Drew’: Branding Vehicle or Feature Film? Yes [The New York Times]
PepsiCo, Inc. (PEP)
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Source: The New York Times
Image Kyrie Irving, with the basketball, as the title character in “Uncle Drew.” Credit Quantrell Colbert/Lionsgate By Sopan Deb May 24, 2018 At first glance, the movie looks like another inoffensive summer road-trip comedy. In the trailer, there are stars like Nick Kroll and Tiffany Haddish ping-ponging punch lines with Lil Rel Howery. There’s a sense of escapism along with a healthy dose of slapstick. “Uncle Drew” may be all of that. It is also the continuation of a corporate marketing campaign for a soda company. An unusual integration of branded content and film, the movie is built around the N.B.A. star Kyrie Irving and is based entirely on a series of Pepsi commercials that went viral beginning in 2012. A heavily made-up Mr. Irving plays Uncle Drew, a septuagenarian driven to show up younger basketball players on the playground. He sets out to reunite with his teammates from decades ago for one more run at the Rucker Park tournament in Harlem. Mo
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