The two-week campaign leading up to the June 4 tip-off will play off memorable dunks in past finals and try to sync with the NBA's "Where Will Amazing Happen This Year?" tag.
ESPN and the NBA developed the campaign in association with agency Goodby, Silverstein. The principal creative maypole comes in the form of photo sequences showing NBA legends in various stages of famed dunks.
The effort will have a presence on digital billboards in five markets, including Atlanta and Detroit, as well as on subway platforms in Chicago. During live games, the billboards will include real-time score updates.
ESPN inventory in its eponymous magazine and Web locales, as well as on radio stations, will also be used. On ESPN.com and other sports-oriented sites, a user can click on an ad and hear audio from a memorable dunk.
Jeff Gonyo, ESPN's senior director, sports marketing, said the campaign pays "homage to historic moments and legends while asking fans the question, 'what game and which individual will demonstrate 'amazing' next?"