Zohan meets Baron Davis

Some creative advertising from Sony for their new film, "You Don't Mess With the Zohan." The film itself seems like quite a gamble for a major studio; its protagonist is an effete ex-Israeli secret service agent who pursues a career in America as a hairdresser. An undeniably original premise, but probably not a movie with mass appeal. A marketing move like this, however, is a step in the right direction.

This spot parodies the commercials currently running to promote the NBA playoffs, which pair players whose teams are facing each other. I am impressed with the spot for several reasons--its timeliness is impeccable, it draws viewers by successfully imitating an already-popular campaign, and it makes a film with an outlandish premise more accessible to the general public. With its potential for viral popularity the commercial could spark interest in the film, which may otherwise find it challenging to attract moviegoers' dollars.