Each one will last about as long as it takes Stephen Curry to pull up and shoot another three.
Under Armour, the Baltimore athletic apparel brand that sponsors the Golden State sharpshooter and NBA MVP, is releasing a new three-second featuring Curry for every three he drains during the playoffs. Each one punctuated by the unmistakable sound of a basketball dropping through the net.
The first ones came out Saturday on Under Armour's basketball Twitter feed during the Warriors' first round 104-78 shellacking of the Houston Rockets. Curry nailed five threes in his 24-point outing.
Developed by Under Armour's longtime ad agency Droga5, the mini-ads feature Curry holding a brick and wondering what it is, offering the secret to his shooting success and sinking a half-court shot.
The ad campaign could be short-lived if the ankle injury that kept Curry out game 2 in the Warriors series with the Rockets turns out to be serious.
Curry has become a huge contributor to Under Armour's breakthrough sales in basketball shoes. A recent survey by the digital commerce firm, Slice Intelligence, found the Curry brand to be the fourth most popular NBA player shoe. While the Curry One and Curry Two shoes had only 4 percent of the market, the study found they grew 170 percent year-over-year, surging in popularity much Curry himself.