Unforgettable Awaits (Finals)

ABOUT THIS ENTRY

No matter who is competing, the NBA Finals always offer fans a chance to witness something unforgettable. To show fans just how exciting the 2025 NBA Finals were sure to be, we found the most riveting Finals moments from the past 78 years and showed fans recreating them in their everyday lives – reliving that glorious, life-changing moment they got to see in real time.

Featured Moments:

• Michael Jordan’s Last Shot
• Tim Duncan’s Confetti Celebration
• Nikola Jokic and Jamal Murray Go Swimming
• Lebron James’ Chasedown Block
• Magic Johnson’s Baby Skyhook
• Kobe Bryant and Shaquille O’Neal’s Winning Hug
• Steph Curry’s Night-Night
• Giannis Antetokounmpo’s Trophy Raise
• Jayson Tatum Lifting Up His Son

How does this represent "Excellence in Engagement"?

This campaign set a new benchmark in fan engagement, bringing in viewers of all ages from across the world. The league saw a record 5 billion views across all social media platforms during the NBA Finals, up 215% vs. last year (per Videocites). The entire tournament set new viewership benchmarks, with the seven-game Finals series being the seven most-watched primetime television programs in May and June of 2025. 

Most importantly, the campaign reminded fans how much they love watching the NBA Finals and the league as a whole. Across the NBA’s O&O channels, this film received hundreds of comments praising our campaign, and showing a renewed sense of love for the game as a whole, e.g.:

• @juju_._lion on Instagram: Finally doing some valid posts for sentimental fans. We’ll be watching for the love of the game as always.
• @PascalMakal on X: That was so epic and unbelievable ✨👌
• @NoahFriedman_ on X: Now this is how you market. Well done, all.
• @navneet_oberoi1 on Instagram: film goes hard
• @thecityismine on X: All gas, no brakes. Legends are born tonight 🏆🔥

Objective

For the past several years, the NBA has been in a period of transition: superstars from the early aughts are beginning to retire, and a new guard of athletes is bringing a heightened level of skill that has fundamentally changed the way NBA games are played. With so many changes, the league had an opportunity to grow its audience and reach new viewers.

With that, our campaign had to be something that would bring both older and younger fans into the fold for this year’s Finals – we needed to find a timeless truth about the NBA’s marquee moment that truly showed fans just how emotional and gratifying watching this series would be.

Strategy & Execution

Throughout the entirety of the NBA season, basketball fans both new and old eagerly await the Finals. From the last-second shots, to season-saving blocks, to celebratory champagne showers—this tentpole is where all of the magic happens. Fans cherish taking part in these moments, as they present an opportunity to become part of the narrative while one of the greatest triumphs in sports unfolds before their eyes.

To make sure our film was as impactful to fans as possible, we scoured NBA subreddits, fan forums, YouTube comments; anywhere we could find decade-defining plays that fans still talk about, even 50 years later. Then, we took to the NBA archive, where we dug through all of the original Finals footage going back to 1947. 

Once we felt confident we had the most compelling plays, we crafted backstories for our fan scenes to be authentic to the time, place, and fandom they represent: a Bulls fan reliving Michael Jordan’s “Last Shot,” a kid leaving basketball practice in Cleveland recreating Lebron’s “Chasedown Block,” a “showtime” Kevin Costner on set mimicking Magic Johnson’s “Baby Skyhook,” Mindy Kaling in a heated game of table tennis with her dad celebrating with Steph Curry’s “Night Night.”

Organizations

• For the past several years

• the NBA has been in a period of transition: superstars from the early aughts are beginning to retire
• and a new guard of athletes is bringing a heightened level of skill that has fundamentally changed the way NBA games are played. With so many changes
• the league had an opportunity to grow its audience and reach new viewers.

  With that

• our campaign had to be something that would bring both older and younger fans into the fold for this year’s Finals – we needed to find a timeless truth about the NBA’s marquee moment that truly showed fans just how emotional and gratifying watching this series would be.

   

Featured

• • Michael Jordan’s Last Shot
  • Tim Duncan’s Confetti Celebration
  • Nikola Jokic and Jamal Murray Go Swimming
  • Lebron James’ Chasedown Block
  • Magic Johnson’s Baby Skyhook
  • Kobe Bryant and Shaquille O’Neal’s Winning Hug
  • Steph Curry’s Night-Night
  • Giannis Antetokounmpo’s Trophy Raise
  • Jayson Tatum Lifting Up His Son

Credits

Tammy Henault
Chief Marketing Officer
NBA

Gregg Wink
President & Executive Producer, NBA Content
NBA

Janine Dugre
Senior Vice President, Advertising, Brand and Creative Services
NBA

Jenny Whitlock
Senior Vice President, Global Fan Marketing
NBA

Andy Heatley
Senior Vice President, Media Strategy and Marketing Analytics
NBA

Katie Papelian
Vice President, Creative & Advertising Lead
NBA

Colin Dooley
Vice President, Brand Marketing
NBA

Alex Gerson
Vice President, Global Fan Marketing
NBA

Juan Colon
Vice President, Media Strategy
NBA

Matt Halliwell
Senior Director, Advertising
NBA

Erica Holley
Director, Advertising
NBA

Paulina Pengelley
Senior Manager, Advertising
NBA

Rudy Crew
Creative Consultant
NBA

Steve Stoute
Founder/CEO
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Jonathan Akwue
President
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Mina Mikhael
Executive Creative Director
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Steve Horn
Executive Creative Director
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MK Holladay
Associate Creative Director
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Emeline Earman
Associate Creative Director
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Alison Hill
Associate Creative Director
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Lee Nichnowitz
Executive Producer
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Becks Parra
Producer
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Susanna Swartley
Head of Client Services
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Jason Campbell
Chief Creative Officer
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Dayo Ajayi
Group Account Director
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Taylor West
Sr. Account Director
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Sandi Preston
Chief Strategy Officer
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Kate Perkins
Group Strategy Director
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Evan Auerbach
Context Director
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Sam Cantie
Context Planner
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