The 2025 NBA Playoffs presented by Google will be packed with eye-popping moments too good to skip, and with the postseason kicking off tonight, the league has commissioned a promotional strategy with that constant stream of highlights in mind. The “Don’t Miss A Thing” campaign has launched with a new spot filled with stars, set to “I Don’t Want to Miss a Thing,” the chart-topping smash from Rock & Roll Hall of Famers Aerosmith.

The campaign, which is now streaming on @NBA social platforms and on the NBA App, is built around the concept that all over the map, in homes, businesses, and everywhere else, the world stops to watch when the Playoffs are on. It features NBA All-Stars Nikola Jokić (Denver Nuggets), Jayson Tatum (Boston Celtics), Shai Gilgeous-Alexander (Oklahoma City Thunder), Donovan Mitchell (Cleveland Cavaliers), and Karl-Anthony Towns (New York Knicks) as well as an array of celebrity fans.

In the “Don’t Miss A Thing” spot, recording artist Shaboozey tunes in from the studio, actor Rob Lowe watches from the comfort of his couch, Pro Football Hall of Famer Jerry Rice takes in the action while working out, and global influencer Khaby Lame catches the game from a cafe. Other celebrity cameos include Grammy-winning singer-songwriter Sheila E., Uruguayan musician and creator Fede Vigevani, and Chinese actor and singer Dylan Wang.

“We have a long history with the NBA, cheering for our hometown Celtics throughout the years,” Aerosmith’s Steven Tyler and Joe Perry said. “We have shared that electrifying moment walking into TD Garden and feeling the love and energy of the crowd. We wish all the teams the best and we are thrilled that our song is part of this year’s Playoffs.”

The “Don’t Miss A Thing” campaign will get its TV premiere tonight with the start of the 2025 SoFi NBA Play-In Tournament, in which teams that finished seventh through tenth in each conference fight for their place in the Playoffs. First, the Atlanta Hawks will be in Orlando taking on the Magic at 7:30 p.m. ET. Then the Memphis Grizzlies will visit the Golden State Warriors at 10 p.m. ET.

“I Don’t Want to Miss a Thing” is the biggest chart hit of Aerosmith’s career. After its release in 1998 in conjunction with the hit movie Armageddon — which starred Tyler’s daughter, Liv Tyler — the power ballad debuted at No. 1 on the Billboard Hot 100, marking the band’s first visit to the top of the singles chart.

Order Aerosmith’s Greatest Hits on vinyl now.