Why Shaboozey, Rob Lowe, Jerry Rice, Aerosmith Won’t Miss NBA Playoffs
Tuesday, April 15, 2025 at 01:12PM By Barry Janoff
April 15, 2025: The NBA doesn’t want you to miss a thing during the NBA Playoffs presented by Google, so its post-season marketing campaign is called, “Don’t Miss A Thing,” which plays out to Aerosmith’s “I Don’t Want To Miss A Thing.”
The multi-media effort is anchored by a spot that features stars including Nikola Jokić (Denver Nuggets), Jayson Tatum (Boston Celtics), Shai Gilgeous-Alexander, Donovan Mitchell (Cleveland Cavaliers) and Karl-Anthony Towns (New York Knicks).
It also shows celebs who don’t want to miss a thing during the playoffs, including Shaboozey, who watches games from a recording booth; actor Rob Lowe catching action sitting on his couch; and Jerry Rice following games during a workout.
Cameos include Kenny “The Jet” Smith, Malika Andrews, Sheila E., Uruguayan musician and creator Fede Vigevani , TikTok personality Khaby Lame and Chinese actor and singer Dylan Wang.
According to the NBA, the anchor spot “highlights how fans and celebrities all around the world, wherever they are and however they watch, are tuning in to see playoff history unfold on the court. Living rooms, recording booths, shops and cafes are pulled into the arena, because when the Playoffs are on, the world stops to watch.”
The full 1:30 spot will be also seen in 10-, 15- 30- and 60-second versions across ABC, ESPN, TNT and NBA TV; as well as the NBA app, Internet, social media and in-arena.
The spot will be translated into nine languages, reaching the league’s global fans.
“This season, the competition in the NBA is as strong as ever,” Tammy Henault, NBA CMO, said via the league.
““Our campaign harnesses the idea of not missing out — there are highlight reel plays taking place across the league every night, and in the Playoffs, everything gets taken to the next level. If you’re not watching, you might miss the next historic NBA moment.”
Also among those not wanting to miss a thing are members of Aerosmith.
“We have a long history with the NBA, cheering for our hometown Celtics throughout the years,” Aerosmith’s Steven Tyler and Joe Perry said via the league.
“We have shared that electrifying moment walking into TD Garden and feeling the love and energy of the crowd. We wish all the teams the best and we are thrilled that our song is part of this year’s Playoffs.”
There also is a travel element to the campaign.
The NBA Road Trip to the Trophy features interactive, NBA-branded buses visiting playoff cities coast-to-coast.
From April 18-28, the pop-up activation will hit eight NBA playoff-bound cities, offering people a photo opportunity with the Larry O’Brien Trophy, team logo temporary tattoos, a fan dunk camera, video stations for team shoutouts and giveaways and exclusive prizes.
Scheduled stops include (subject to change; all times local):
• April 18: Los Angeles The Grove LA (Noon-8 PM)
• April 19: Detroit Grand Circus Park Woodward Ave. (11 AM-5:30 PM)
• April 21: Cleveland Pinecrest Shopping Center (11 AM-7 PM)
• April. 23: Houston Toyota Stadium Bell Street (four hours before tip off; possible shift to April 22)
• April 25: Boston Faneuil Hall outside entrance to Quincy Market (11 AM-7 PM)
• April 25: Oklahoma City OKC Arts Festival, Bicentennial Park (11 AM-10 PM)
• April 27: New York Hudson Yards Hudson Yards Blvd and NE Pavilion by the Vessel (Time TBD)
• April 28: Denver Union Station South Plaza (Noon-8 PM)
“Don’t Miss a Thing” was directed by Salomon Ligthelm and produced in collaboration with Translation.
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