Because we appreciate the value of strong online video content targeting a relevant key market, our One Thing pick today is the new Pepsi MAX video written, directed by, and starring basketball talent Kyrie Irving. The 2011-2012 NBA Rookie of the Year is virtually unrecognizable as Uncle Drew - a fictional character who starts off on the sidelines at a pick-up game in Bloomfield, NJ to cheer on his "nephew" Kevin. The video was shot under the premise of a documentary, and when Kevin pretends to injure himself, he encourages Uncle Drew to join the game on his behalf. With the help of sophisticated prosthetics and make-up, Uncle Drew's true identity remains concealed as he proceeds to wow the unsuspecting crowd once he gets on the court. The resulting video is fun, well-produced, and includes behind-the-scenes footage - and with almost five million views in less than a week, we're clearly not the only ones who were charmed by this piece. It celebrates the good-spirited and unexpected nature of the sporting world, tying in seamlessly with Pepsi MAX branding. Watch Uncle Drew in action or view Pepsi MAX's social efforts on Facebook.