Why does it seem like so much of the breakthrough work being done these days is in the service of movie promotions. Be it online experiences or TV commercials like this one, to promote Adam Sandler's new movie Zohan.
For those of you who don't watch NBA basketball, the spot (which features Sandler and the Golden State Warrior's Baron Davis) is a spot-on parody of the far more serious split screen spots the NBA ran to promote this year's playoff games.
Now movie properties are among the group I call Prom King Brands - that select group of brands people are proud to be associated with and view as an extension of their personality, rather than just another product.
But that's in the social media space. This is a TV commercial and a very funny one at that.