NBA launches 2023 NBA Finals campaign “We Are All in the Finals”

NEW YORK – In anticipation of the 2023 NBA Finals presented by YouTube TV, the league today launched its new campaign, “We Are All in the Finals,” across @NBA social, the NBA App and linear.  The brand spot captures the global excitement surrounding the NBA Finals and the whirlwind of emotions that fans and players experience every game until one team wins four games and raises the coveted Larry O’Brien Trophy.

Click here to view “We Are All in the Finals”

“The NBA Finals are a global event that marks the exhilarating culmination of a seasonlong journey,” said Tammy Henault, NBA Chief Marketing Officer. “We are thrilled to bring together an illustrious cast of NBA legends, celebrities and fans to match the emotions and anticipation around the most exciting time of the season.”

Set to Adele’s moving debut single, “Hometown Glory,” “We Are All in The Finals” demonstrates how the stakes in the NBA Finals couldn’t be any greater, both for the players competing on the court and the millions of fans watching worldwide.

We are all in the Finals;
Ten on the floor
Millions on the edge
Half of us are about to learn the difference between champagne;
And just pain
But just when you think you’ve felt every emotion possible, you realize that was only one game and it takes four wins to become champion.


“We Are All in the Finals” showcases the journey and the breadth of emotions running through every NBA fan no matter where they are watching, from tip-off to the final buzzer of every game of the series. Throughout the spot, NBA legends, sports icons and pop culture celebrities feverishly watch The Finals with bated breath, including rapper and NBA ambassador SUGA, skateboarding icon Tony Hawk, television host and comedian Jimmy Kimmel and NFL champions and legends Peyton Manning and Eli Manning. It fittingly closes with Larry Bird and Magic Johnson, two of the greatest NBA champions of all time, as they marvel at all of their championship rings.

The spot was created in conjunction with independent creative agency Translation and directed by Ryan Booth. “We Are All in The Finals” will premier tonight during Game 5 of the Boston Celtics vs. Philadelphia 76ers series on TNT (7:30 p.m. ET). “We Are All in The Finals” will also run across @NBA social channels and in the NBA App.

The Finals campaign extends off the court and beyond the creative spot with the launch of “Larry’s NBA Finals 2023 Bucket List,” the ultimate NBA Finals trophy tour.  Ahead of the NBA Finals, the Larry O’Brien Trophy is entering “Playoff Mode” and setting out to check off items from its Finals bucket list before being presented to the 2023 NBA champions. From hanging with celebrities to trying new and exciting experiences, Larry’s journey will build up throughout May, leading to a grand finale with the trophy’s arrival at Game 1. The activation tipped off with Larry hitting major New York City landmarks, making its way around the Kentucky Derby, hitting the Formula 1  Miami Grand Prix and visiting furry friends at the Westminster Kennel Club Dog Show. Follow Larry’s journey to The Finals on the trophy’s new social accounts, @nbafinalstrophy, and across all other @NBA social and digital platforms.

The NBA Finals begin on Thursday, June 1 on ABC at an earlier time of 8:30 p.m. ET. The complete Finals schedule on ABC is below:

Game 1            Thursday, June 1         8:30 p.m. ET

Game 2            Sunday, June 4            8:00 p.m. ET

Game 3            Wednesday, June 7     8:30 p.m. ET

Game 4            Friday, June 9             8:30 p.m. ET

Game 5*          Monday, June 12        8:30 p.m. ET

Game 6*          Thursday, June 15       8:30 p.m. ET

Game 7*          Sunday, June 18          8:00 p.m. ET

*If necessary