Digital
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16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

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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