The NBA is pulling on fans’ heartstrings in the lead-up to the 2025 Finals, teaming up with agency Translation to deliver a heartfelt campaign steeped in memories, legendary moments, and multigenerational fandom.
The spot features Mindy Kaling, Kevin Costner, and the timeless voice of Nat King Cole, all working together to remind viewers that the Finals are more than just basketball—they’re shared experiences that live on forever.
Set to Cole’s classic track Unforgettable, the nearly 90-second commercial takes viewers on an emotional ride through basketball’s biggest moments—recreated not on the court, but in the everyday lives of fans.
In one scene, a Chicago Bulls fan mimics Michael Jordan by dropping a giant ice cube into a cocktail glass from across the room, channeling MJ’s legendary shot over the Jazz during his final championship run in the ‘90s. A young Spurs fan strikes Tim Duncan’s iconic arms-out pose from the 2014 Finals win over the Miami Heat.
Other standout reenactments include Denver Nuggets supporters pretending to toss each other into a pool à la Jokic and Murray post-2023 title, and a fan dramatically swatting at a crosswalk button, echoing LeBron James’ legendary block on Andre Iguodala during the Cavs’ 2016 championship run. And in a nod to Kobe and Shaq’s 2000 triumph, two Lakers fans leap into each other’s arms in celebration.
Adding a touch of star power, Kevin Costner channels Magic Johnson, tossing his coffee cup into a trash can with a graceful arc that recalls Magic’s famous “baby sky hook” over Larry Bird and Kevin McHale in the 1987 Finals. Meanwhile, Mindy Kaling brings humor and swagger, smashing a ping-pong ball past her dad before flashing Steph Curry’s signature “night, night” gesture—a tribute to the Warriors’ 2022 victory.
“This campaign blends unforgettable NBA moments with real-life emotion,” said Tammy Henault, NBA Chief Marketing Officer. “It’s about showing how these memories are passed down and lived out among families and friends. The Finals live on not just in highlight reels, but in everyday life.”
Directed by Paul Geusebroek, the spot is part of a broader effort to build anticipation for the Finals by reminding fans of the magic that comes with the season’s biggest stage.
With viewership up 5% from last year across ESPN, ABC, TNT, and NBA TV, and second-round games averaging nearly 4.83 million viewers, the league is tapping into nostalgia to deepen engagement ahead of the Finals, which tip off June 5 on ABC, with YouTube TV returning as presenting sponsor.
“Every NBA game is exciting, but the Finals are something else,” said Kaling. “The energy, the stakes—it’s intense. I may not be on the court, but that’s exactly how it feels watching!”
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