David Blaine courtesy of the NBA David Blaine courtesy of the NBA

The NBA will unveil a new on-air promotional campaign this weekend during playoff games. Dubbed "Unbelievable," the series of spots features magician David Blaine humorously attempting to debunk the mind-boggling abilities of NBA stars. First up, starting Saturday, are spots with LeBron James of the Cleveland Cavaliers and Yao Ming of the Houston Rockets which offer "explanations" for their skills at slam-dunking and shot-blocking, respectively.

Coming next week are promos highlighting two-time league MVP Steve Nash (Phoenix Suns), Ben Gordon (Chicago Bulls), and Baron Davis, whose heroics just led the Golden State Warriors to a major first-round upset of the top-seeded Dallas Mavericks. Somewhere, an ad with Dirk Nowitzki must be collecting dust.