As the NBA pivots from the conference semifinals to the league championship series, its ads naturally have shifted from memorable moments in the playoffs ("Big is now") to images from past NBA Finals ("Forever is big"). Dirk Nowitzki of the Dallas Mavericks and Kobe Bryant of the Los Angeles Lakers star in the first two NBA Finals ads, which were created by Goodby, Silverstein & Partners. Each execution freezes on a key shot each star took en route to a team championship. The action then shifts to the same frozen image as it appears on a cake, in action figures, etc. The latest spot, from the NBA's production arm, NBA TV, celebrates past winning teams with a montage that dates back to the old Minneapolis Lakers of the 1950s. Lots of basketball icons here, from the Celtics' Bill Russell and the Knicks' Willis Reed to the Lakers' Magic Johnson, the Bulls' Michael Jordan and the Heat's LeBron James, who smiles broadly amid a sweet spray of champagne. Daniel Meiseles was executive producer on this celebratory ad, known as "Finally Forever."