Beyond Immerse and New York Knicks star Josh Hart are launching “Best Friend Auditions” – a new integrated campaign that turns one simple premise into a comedic creative platform: Josh always carries two cans of Beyond Immerse, one for himself and one for his best friend.
But with his famous best friend and teammate “a little busy lately,” he’s officially holding nationwide auditions to find a new best friend worthy of his second can.
Developed as a serialized digital campaign, “Best Friend Auditions” follows Hart as increasingly eager applicants compete for the coveted role, only to discover that some friendships simply can’t be replaced.
The campaign uses episodic storytelling to extend the comedic creative beyond a single hero film while tapping into Josh’s well-known off-court persona and pop culture relevance.
