ESPN's new promotional campaign for the NBA Playoffs and Finals on ESPN and ABC will feature collaboration with multi-platinum selling artist Black Eyed Peas and special guest Carlos Santana. Their song "Let's Get It Started” will serve as the campaign's anthem with specially written lyrics themed on the drama of the NBA Playoffs and Finals.
The campaign theme ":24 TO LIVE" plays on the intensity of the game's countdown clock. Also included in the campaign are The Chosen Generation Youth Choir from Los Angeles; celebrity cameos by NBA Finals play-by-play announcer Al Michaels and ABC primetime stars Jim Belushi and George Lopez. NBA legends such as George Gervin, Clyde Drexler, Bill Russell, Kareem Abdul-Jabbar, Robert Parish and Bill Walton will also appear.