NBA's "Joy" captures the terror and thrills of fandom

As the new season begins, the league shifts focus of its global "This is Why We Play" effort to the fans

For serious sports fans, the off-season can seem to go on forever. With a new season beginning, the NBA is welcoming back the faithful with a triumphant spot that celebrates fandom. "Joy," by New York shop Translation, lives up to its name.  

In addition to the main :30 spot, individual teams such as the Chicago Bulls and Golden State Warriors will debut their own customized versions. The NBA has also partnered with Facebook to create frames for each team that members can use to decorate their profile photos. (Check them out here: