76ers big man Joel Embiid is known in the league as "The Process" due to his potential but he keeps getting hurt. He was expected to win Rookie Of The Year (his 3rd season - first one actually playing) when this commercial was to launch...2 days before launch he got hurt again, knocking him out for the rest of his rookie season.
We scrambled and changed the script to include his latest troubles. To his credit, he thought it was funny. This airing along side his latest injury earned 316MM media impressions and secured a total of 153 placements. It's by far the best results seen from any campaign launch at HSY – including a celebrity and/or athlete.
Joel is back on track and gonna be a huge star. Follow his Instagram, he's hilarious.
Director: Jono Hunter
Production Company: OPC