As part of the NBA Playoffs which tipped off on Saturday between the Golden State Warriors and Houston Rockets, US sports brand Under Armour has rolled out a very creative video activation on Twitter involving its global ambassador Stephen Curry.

Throughout the playoffs, the brand is unveiling a three-second Curry ad every time the NBA superstar drops a three-pointer via its basketball Twitter account (@UAbasketball).

An almost shoo-in to secure the MVP for the 2015/2016 season for the second consecutive time, the 28-year-old didn’t disappoint in the first match of the playoffs, shooting five three-pointers in less than 20 minutes – a performance that saw Under Armour release the first 15-second ad across five tweets during the game (below).

With Stephen Curry’s taste for three pointers seeing him become the first ever player to sink 400 three-pointers in one season, the campaign is a fresh and creative way to celebrate Curry being the best three-point shooter of all time. And it not only keeps fans involved in the playoffs but is a great exercise in promoting brand awareness for Under Armour itself.

It’s also a fantastic way that Under Armour can promote the playoffs without actually being a sponsor of the post-season.

In the playoffs, we are dropping a 3-second Curry ad every time @StephenCurry30 drops a 3. #BreakTheGamehttps://t.co/V2ar9GMFh1

— Under Armour Hoops (@UAbasketball) April 16, 2016

First 3, first @StephenCurry30 3-second ad. #BreakTheGamehttps://t.co/8vHt5VZGRz

— Under Armour Hoops (@UAbasketball) April 16, 2016

.@StephenCurry30 just dropped 3, so we're dropping a 3 second Curry ad. #BreakTheGamehttps://t.co/XOE1shvoxo

— Under Armour Hoops (@UAbasketball) April 16, 2016