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Pepsi MAX and Kyrie Irving Present 'Uncle Drew Chapter 4' Basketball fans watching the first few games of the NBA Finals this week will probably see a familiar character pop up during commercial breaks. His name is Uncle Drew, and he's an old geezer whose crossover dribbles break ankles, and whose powerful dunks rattle rims.

But here's what fans who see the ad on ABC probably don't know: The video was never intended for broadcast in the first place. Pepsi had little choice but to buy some prime ad time after seeing its short spot go mega-viral online, gaining nearly 10 million YouTube views in three weeks.

The premise of the original five-minute ad: A young basketball player in New Jersey brings his ancient, bespectacled and grey-bearded Uncle Drew along for some evening pickup games. At first Drew performs as expected — little mobility, atrocious bricks and general incompetence. Then he starts to loosen up, banging jumpers, handling the ball like a yoyo and rising for ferocious slams as flabbergasted defenders and spectators stare on in disbelief.

Later, everyone finds out the the aged star is actually NBA Rookie of the Year Kyrie middle name Andrew Irving, who does a pretty remarkable acting job as a decrepit old man.

"We had no plans at all to advertise on the NBA Finals, and no media plans for this spot at all," Pepsi Max marketer Sam Duboff, who led development of the Uncle Drew spot, told Mashable on Tuesday. "But people here got so excited when they saw how it performed, and we were able to produce enough metrics that finding the media budget for it just made a lot of sense."

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