NBA Debuts ‘We Are One’ Commercial Following Donald Sterling Scandal
Hours after Clippers owner Donald Sterling was banned for life from the NBA for his comments about black people, the league debuted a new commercial promoting the idea of unity.
Over a backdrop of clips showing members of various NBA teams — including the Clippers — embracing, high-fiving, huddling together, etc., these words gradually appear:
On a team, ME becomes WEWe stand together
We strive together
We win together
We are a team
And this is our time
The spot ends with one final shot of the Clippers, followed by a black screen featuring the words, “We Are One,” with the NBA logo underneath.
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