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As NBA Finals approach, importance of holding the trophy is highlighted in new ads

The NBA is shooting for the Finals with its new spot, 'Finally Mine.' The creative shows the extreme emotions players go through when they win an NBA championship.

Whether it's tears of joy, or unrestrained enthusiasm, NBA players experience intense emotions once the Larry O'Brien Trophy is finally in their arms. 'Finally Mine' features current and former NBA stars like Steph Curry, Tim Duncan, LeBron James, Michael Jordan, Shaquille O’Neal, Dirk Nowitzki and others hugging the trophy, elating in their wins and realizing that a lifelong dream has been fulfilled after winning an NBA title.

Created by agency Translation, the spot is set to the retro-soul beat of Finally Mine, sung by up-and-coming artist Juliet Roberts. This song expresses the emotions that players experience with a championship win, which represents the culmination of a lifetime of competition, effort and sacrifices.

The tag, "There's a reason we hold our loved ones closest," as Duncan tearfully holds the trophy, gets people ready for the next one to do the same at the end of this year's Finals.

The campaign is part of 'I'm Why,' the latest installment in the NBA's ongoing 'This Is Why We Play' global platform.

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