Houston Rockets

NBA's cool new commercial will get you pumped for the 2016 playoffs

Published Apr. 12, 2016 10:37 p.m. ET

Jovan Buha

The NBA playoffs are almost here. Four days away, to be exact. And while the field isn't set yet -- the Rockets and Jazz are still battling for the No. 8 seed, and the seeds aren't set in stone -- the NBA is gearing up with a new ad campaign, aptly titled, "Every Second Counts."

The premise is simple: Every second, every moment, matters in the playoffs. That's always been the case in basketball, of course, but there are considerable stakes in the postseason. Things simply matter more.

A team can drop a game or two in the regular season and it might not affect their playoff odds or seeding. On the contrary, dropping a game or two in the playoffs often has grave consequences -- just ask last season's Clippers.

It's not a groundbreaking concept, but it's a new campaign -- featuring a collaboration with Timbaland -- that focuses on social media and the viral nature of NBA highlights, as well as fans reenacting such plays, so you should expect to see it throughout the 2016 playoffs. And possibly beyond.

Check it out below: