Check out NBA’s new “Every Second Counts” playoff ad campaign (VIDEO)

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The NBA playoffs are here this weekend.

Amazingly, not one matchup is officially set yet — things are tightly bunched in both conferences — but over the next 48 hours that will shake itself out and the NBA’s second season will tip off.

Above you can see the “Every Second Counts” — featuring new music by Timbaland — that will be part of the NBA’s playoffs and The Finals ad campaign. It spins off of the “This Is Why We Play” campaign from during the regular season. You’re going to see a ton of this (and it’s variations) over the next month, but we thought we’d give you a first quick look.