Pepsi is developing a script for a feature film starring Uncle Drew, the character played by NBA star Kyrie Irving in ads that have been viral hits online since debuting in 2012, a PepsiCo spokeswoman confirmed on Thursday.
The film concept was conceived and developed by PepsiCo’s Creators League unit. The company formally launched the unit last year to serve as an internal production arm for scripted series, films, music recordings, reality shows, and other content distributed for TV, online viewing, and services such as Amazon Prime.
The Creators League is partnering with Temple Hill Entertainment on the Uncle Drew film, the PepsiCo spokeswoman confirmed. She described it as a “Blues Brothers-meets-love-of-basketball film.” She said the “whole point is to continue to build this ecosystem and franchise around Uncle Drew.”
The project was earlier reported by Variety and ESPN.
“Every day, we continue to extend the equity of our iconic Pepsi brand beyond the bottle,” Lou Arbetter, general manager for Creators League Studio, said in a statement. “Today’s consumers want to live the brand as much as consume it, and the tremendous success we’ve had with the Uncle Drew franchise is a perfect example of how we’re building ecosystems around our flagship brands.”
This is not PepsiCo’s first foray into movie-making. As Ad Age reported last year, the Creators League has a deal with The Firm, a management and production company, and hip-hop artist Tip “T.I.” Harris, to make what is described as a coming-of-age feature film that has been described as an urban “Pitch Perfect.” That film will not carry Pepsi branding, the…
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