The NBA's marketing machine added to its impressive body of work with the release of a series of "techno-mash" TV advertising spots this season.
The breakthrough ads feature player interviews and coaching instructions that are adapted into musical pieces highlighting specific areas of the NBA game.
One such spot puts Stan Van Gundy in the unlikely role of MC, as the Magic coach rhythmically urges his team on.
"Let's get our energy going on the defensive end," Van Gundy shouts during a timeout, his words synchronized to the beat.
The creative team behind the ads includes DJ Steve Porter and NBA executive Danny Meiseles.