During Game Three of the NBA Finals between the Miami Heat and San Antonio Spurs tonight, a 60 second advertisement entitled 'Proud to Be' will be broadcast in a bid to draw attention to the continued protest against the Washington Redskins nickname.
As reported by The Washington Post, the Yocha Dehe Wintun Nation of California are behind the move which they hope will draw attention to the continued effort to force the NFL franchise to change their Redskins tag.
The ad, which can be seen above, sees images and video footage from a variety of different time periods and contexts shown on screen as the voiceover reads through a list of famous Native Americans, jobs, and significant moments in their history in order to show how the Native American community sees itself.
It all builds up to the final damning statement which is spoken whilst an image of a Washington Redskins helmet is on screen:
"Native Americans call themselves many things. The one thing they don't..."
The ad itself has not been created specifically for tonight's game, but the group, who urge people to visit Changethemascot.org as the ad reaches it's conclusion, are hoping that, by broadcasting during the much watched NBA Finals series, they will reach a larger audience across America:
""It's just a time to get people thinking about putting an end to outward hatred and using sports as a tool to focus on racism,” Chairman of Change the Mascot, Marshall McKay, told the Washinton Post.