With his new album KOD arriving practically out of nowhere, J. Cole has had an incredibly prolific week. One of the album's most immediate highlights, "ATM," has already received a video, and now it's set to get an even bigger push with a huge placement in a commercial campaign with ESPN.
ESPN announced that they've teamed up with J. Cole and Dreamville Records again to include J. Cole's song "ATM" in a new NBA Playoffs campaign, which is launching today. With a huge commercial push behind the track, it looks like Cole is set to have another hit on his hands. Previewing the new campaign, ESPN shared a slick 30-second teaser featuring live fan reactions to some of the best plays in recent basketball history.
It's not hard to see why the track was picked for the campaign, aligning with Kevin Durant's "Easy Money Sniper" nickname almost perfectly. The NBA playoffs will continue tonight, so it seems pretty safe to say you'll be hearing "ATM" a whole bunch on ESPN starting at 7 p.m. ET., with the Cleveland Cavaliers set to play against the Indiana Pacers.
Earlier this month, ESPN partnered with J. Cole for another NBA Playoffs commercials, debuting a new basketball-themed verse for broadcast on the channel. Check it out below.