Credit: AT&T
AT&TNBABy Sean Keeley on

The teams and superstars may change, but there’s one constant in every American pro sports league playoff.

The one commercial that gets played ad nauseam to the point where everyone collectively hates it and wishes they never had to see it ever again.

For the 2024 NBA Playoffs, that ad has been the “What a Pro Wants” AT&T commercial featuring Oklahoma City Thunder stars Shai Gilgeous-Alexander and Chet Holmgren.

Given how much you’ve already watched it (and will watch it in the weeks ahead), we’re not going to force you to again, but just for reference you can find it here.

The conceit is simple but creates a lot of questions. Chet and SGA are leaving a nondescript building, both clad head-to-toe in leather. Holmgren lets SGA know that AT&T has just texted him with information for “the best plan for me,” which makes us wonder what plan they duped him with initially. When Holgren adds that “they know what a pro wants,” SGA replies by saying “what a pro needs” and they eventually start (poorly) singing Christina Aguilera’s “What a Girl Wants” before recognizing that they’ve got some work to do. They then get on a bus (is this a team bus or a charter bus that anyone can board?) and the commercial ends (although Holmgren remains outside the bus after SGA boards, implying that he might be having second thoughts).

It’s the kind of commercials that’s harmless enough if it runs selectively, or only during Oklahoma City games. But when that commercial becomes ever-present in the lives of NBA fans trying to maintain their sanity during the stressful playoffs, it ceases having any positive value in anyone’s life. Instead, it becomes a menace, unrelentingly stalking basketball fans without remorse.

And they’re pretty sick of it at this point.

@pardonmytake The SGA Chet Holmgren commercial has been overplayed #barstoolsports #thunder #oklahomacity #nba #basketball ♬ original sound – pardonmytake

We are all the bellhop at this point.

[AT&T]

About Sean Keeley

Along with writing for Awful Announcing and The Comeback, Sean is the Editorial Strategy Director for Comeback Media. Previously, he created the Syracuse blog Troy Nunes Is An Absolute Magician and wrote 'How To Grow An Orange: The Right Way to Brainwash Your Child Into Rooting for Syracuse.' He has also written non-Syracuse-related things for SB Nation, Curbed, and other outlets. He currently lives in Seattle where he is complaining about bagels. Send tips/comments/complaints to sean@thecomeback.com.

View all posts by Sean Keeley