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The latest installment of the NBA’s “This Is Why We Play” campaign is premiering tonight.

Debuting during TNT’s doubleheader match-ups of the Oklahoma City Thunder vs San Antonio Spurs and Memphis Grizzlies vs Los Angeles Clippers, “Every Second Counts” features music from Grammy winning producer Timbaland.

The theme behind “Every Second Counts” is obvious—it highlights moments that can be huge game changers and momentum shifters, especially when the game is on the line.



As the NBA playoffs kick off on Saturday, April 16, this cool visual is the perfect footage for fans to get into playoff mode as they play the role of “sixth man” for their favorite team en route to a potential finals appearance. From creative handshakes, fist to chest pounding and emulating your favorite NBA superstars characteristics, “Every Second Counts” proves to the basketball universe that when all the marbles are on the line, your squad needs as much support as possible. Check out the video below.