Lockout Professionals is a hilarious video created the ESPYs that has two NBA stars promoting their other talents aside from basketball. Kevin Love and Blake Griffin offer up everything, from getting boxes on high shelves down to DJing at bar mitzvahs.
The Lockout Professionals vid was created as a spoof to what NBA and NFL athletes might be doing with all their time off as a result of the lockouts in both leagues. If you have not already, take a gander at this really funny video.
Implications - Youth consumers have a strong penchant for ironic forms of humor. Symptomatic of this is the appropriation of cultural symbols from previous generations. Companies should consider how they could use ironic humor in their campaigns to form a deeper relationship with the coveted group.