NBA shoots for FOMO in 2025 playoffs campaign by Translation

New creative for the 2025 NBA Playoffs celebrates the time of year when fans drop everything and tune in. “Don’t Miss a Thing,” from agency Translation and director Salomon Ligthelm, is set to Aerosmith’s “I Don’t Want to Miss a Thing” and shows transfixed superfans like Shaboozey in a recording booth, Rob Lowe on a couch, Jerry Rice in mid-workout and influencer Khaby Lame in a café transported courtside. Sheila E, Uruguayan musician Fede Vigevani and Chinese actor and singer Dylan Wang also make cameos. While the tone is about suspense and competition, there’s an infectious sense that the fans, players and celebs are together in this thing—a common theme in Translation’s NBA work that generates a little “FOMO” or fear of missing out. Rice got in a full 30-minute workout while shooting, while TNT’s Kenny Smith and ESPN’s Malika Andrews got “I Don’t Want to Miss a Thing” stuck in their heads and walked off set singing it together, a league spokesperson shared. Featured players include Nikola Jokić (Denver Nuggets), Jayson Tatum (Boston Celtics), Shai Gilgeous-Alexander (Oklahoma City Thunder), Donovan Mitchell (Cleveland Cavaliers) and Karl-Anthony Towns (New York Knicks). The campaign premieres Tuesday night on TNT during the 2025 SoFi NBA Play-In Tournament, which tips off with the Atlanta Hawks taking on the Orlando Magic at 7:30 p.m. ET, followed by the Memphis Grizzlies visiting the Golden State Warriors at 10 p.m. ET.

NBA shoots for FOMO in 2025 playoffs campaign by Translation

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