NBA and Translation Celebrate the Playoffs With New Spot ‘Streets’

By Erik Oster 

With the first round set to begin next weekend, the NBA and Translation launched their first spot hyping the 2018 Playoffs, entitled “Streets.”

“Streets” focuses on the anticipation of fans as they wait to find out who will make the playoffs and, soon, will advance to the next round.

“Many cities are anxiously waiting,” the voiceover says over shots of empty streets, interspersed with in-game NBA footage, “to see which one will celebrate.”

“Streets” concludes with exuberant celebration footage and the text, “There’s a reason you can feel it in the streets,” followed by the “This Is Why We Play” tagline, which Translation introduced for the league back in October of 2015. The spot makes its broadcast debut April 7 during the Houston Rockets vs. Oklahoma City Thunder game on ABC Saturday Primetime.


“Streets” follows December’s “The Gift of Basketball” spot promoting the NBA’s Christmas Day games. If last year is any indication, we can expect a series of ads to follow throughout the NBA Playoffs, as well as a little star power. Last year Translation launched NBA Playoffs spots featuring Shaquille O’Neal and Julius Erving.