Oklahoma City Thunder Point Guard Russell Westbrook set a new NBA record for triple-doubles during Sunday's game against the Denver Nuggets. He his the 42 mark, shattering Oscar "Big O" Robertson's record from the 1961-1962 season as a member of the Cincinnati Royals.

Jordan Brand was prepped for the moment, and immediately afterwards, ran a new TV spot, which celebrated Westbrook's new record while paying tribute to Robertson's achievement. Set to Stevie Wonder's 1974 track "Higher Ground," the ad intersperses historical footage of Robertson's moves on the court with modern-day scenes of Westbrook, ending with Westbrook's signature line, "Why not?"

The ad also happens to promote the Air Jordan XXXI. It was the first TV spot for the brand out of R/GA (Wieden & Kennedy, New York traditionally has been the brand's go-to for broadcast), but R/GA is a long-time agency Jordan Brand parent Nike.

As part of the campaign, Jordan Brand also added Westbrook-themed emojis and iMessage stickers to its keyboard.

The spot was created and produced out of R/GA, with Creative Director Matt Walton directing, with contributions from ECDs Ben Williams and Andy Fackrell. Lucas Eskin of Cut & Run edited.