ESPN Says 'It’s a Beautiful Time for Playoffs' with New Anthem Spot from Arts & Letters

ESPN launched its new anthem night during the NBA Playoffs game. The 30-second commercial marks the 2023 NBA Playoff evolution of the 'NBA on ESPN Time' platform created by Arts & Letters. 

The new spot, titled 'It’s a Beautiful Time for Playoffs', celebrates the competitive push to the end of the season with a continuation of the visually-arresting world of 'basketball utopia' – where the stars of the game clash in a vivid and celestial fantasy environment. The commercial showcases the real scenes from the NBA season’s most epic moments this year, with a utopian basketball court floating in the clouds, just beneath the Larry O’Brien Trophy perched on a mountain summit – a nod to the pinnacle moment of the NBA season, The NBA Finals. 

The anthem was created in partnership with production house Psyop and explores a full CG environment - a world fit for basketball legends, featuring NBA All-Stars Jayson Tatum, Kevin Durant, Joel Embiid, Nikola Jokić and Giannis Antetokounmpo, among others.