I don’t quite know what the hell is going on here, but I am all in on it. Kudos to Illumination, the company behind the movie, for having the creativity to market to people completely outside their target demo using the NBA. Rather than just run cheeky ads geared towards young kids and parents like the Jim Carrey Grinch did once upon a time, they went the complete opposite direction here.

Pretty much anyone that advertises with the NBA does well because basketball players are the most self aware and marketable athletes in any league. The NBA dominates social media and fan engagement, has dove headfirst into e-sports and gambling, and is the most socially aware league so it’s no wonder the NBA is the most popular sport to anyone under the age of 30.

This is no longer Honda’s Twitter feed. It is MY Twitter feed. #GrinchTakeover pic.twitter.com/wM7tw7ahg9

— The Grinch (@Honda) November 19, 2018