The Yocha Dehe Wintun Nation of California has purchased 60 seconds of air time from ABC/ESPN during game three of the NBA finals to run their anti-Redskins "Proud to Be" advertisement.
The ad features photographs and videos of different Native Americans while a narrator reels off names, occupations, historical references to Native American people and more for each photoset. It closes by stating "Native Americans call themselves many things. The one thing they don't ..." before flashing a picture of a Redskins helmet and pointing viewers to ChangeTheMascot.org.
Awkwardly, as CBSDC.com reports, the song behind the advertisement was written by a lifelong Redskins fan.
"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 Marshall McKay told The Washington Post.
The tribe also told said they required a "significant investment" to get the 60-second spot on air during the NBA Finals.
"We applaud the Yocha Dehe Wintun Nation for having the vision and commitment to ensure that the American public receives the message loud and clear that Native Americans strongly oppose the use of this disparaging slur," NCAI Executive Director Jackie Pata and Oneida Indian Nation Representative Ray Halbritter said in a joint statement. "By airing this ad during the NBA Championships, this message for change will be brought into the living rooms of millions of American all across the country."
The advertisement will run in several major markets -- Chicago, Dallas, Los Angeles, New York, Sacramento, San Francisco and Washington.