J. Cole has absolutely owned this week, starting Monday, when he announced his fifth studio album at a private listening event in NYC. KOD was released first thing Friday (April 20), and it looks like “ATM” is the track that will be receiving the most commercial push. After already getting the visual treatment earlier Friday, the J. Cole-produced “ATM” appears in the latest NBA playfs ad spot.
The 30-second teaser continues with the theme text messages and live fan reaction clips to exhilarating finishes and clutch shots, which have sent basketball fanatics across the globe into a collective frenzy. After a Kevin Durant-drilled jump shot, one the messages reads “Easy Money,” which shrewdly coincides with the theme the Dreamville CEO's “ATM” track and KD's “Easy Money Sniper” nickname.
Throughout the various superstar highlights, Cole's vocals can be heard in the background. “Count it up, count it up, count it up, count it/ Can't take it when you die, but you can't live without it,” he rhymes in reference to people's attachment to money. Jermaine was actually known as a solid ballplayer himself and many believe that the 33-year-old could have walked on at St. John's University where he graduated in 2007.
The NBA playfs continue Friday night with a stacked slate game 3's. The ESPN action tips f at 7 p.m. ET, as LeBron James and the Cleveland Cavaliers travel to Indiana for a battle with the Pacers in a pivotal matchup.
Check out the new NBA playfs commercial below.