AdAge: See the Trailer for Pepsi-Campaign-Turned-Movie ‘Uncle Drew’

In order for an ad campaign to go viral, companies need to get creative. That’s why in the past, brands have created fake movie trailers for their products. However, Pepsi is now flipping the script on that strategy with its latest marketing move. As a recent article in AdAge notes, Pepsi’s “Uncle Drew” campaign is set to become a real, full-length movie.

The original ad campaign—that first debuted in 2012 to promote Pepsi Max—cast NBA star Kyrie Irving as an old man who has solid basketball stars. Irving will appear in the movie as well, alongside other NBA greats including Shaquille O’Neal, Chris Webber and Reggie Miller. Right now, it’s unclear how much marketing and product placement for Pepsi will be woven into the script.

However, this marketing move turned major motion picture highlights a unique opportunity for all brands, including those in the franchising industry. Tapping into the power of strong messaging throughout video content, especially when it comes to viral marketing, has the potential to get a brand’s product or service in front of a record number of consumers. It also shows that product placement is a form of marketing that shouldn’t be overlooked.

Pepsi’s ad-turned-movie will be released on June 29.