Native Americans' Anti-Redskins Ad Airs During NBA Finals

PHOTO: Washington Redskins helmets lay on the ground during their game against the Oakland Raiders on September 29, 2013 in Oakland, Calif.PlayEzra Shaw/Getty Images
WATCH Native Americans' Message to Washington Redskins

Native Americans are sending a loud message to the Washington Redskins.

A northern California tribe paid for a commercial to air in seven major U.S. cities during halftime of Tuesday's NBA Finals game, their latest plea for the NFL team to change its “racist” name and mascot.

Washington Redskins Urge Fans to Troll Senator on Twitter

“In my opinion, the ‘r’ word is just as derogatory a slur as the ‘n’ word,” Marshall McKay, chairman of the Yocha Dehe Wintun Nation, said in a video about the “Change the Mascot” campaign.

The minute-long commercial, called “Proud to Be,” is a shortened version of a similar ad that was posted online earlier this year. In it, a narrator lists adjectives that could describe Native Americans -- “Indian,” “Navajo, “Sioux,” "Spiritualist,” “strong” -- before the camera zooms in on a Redskins helmet, “the one thing they don’t” call themselves.

The ad, which premiered Sunday night in Miami during Game 2 of the NBA finals, was slated to play in Chicago, Dallas, Los Angeles, New York, Sacramento, San Francisco and Washington, D.C. during the Game 3 broadcast.

The tribe wouldn’t say how much it paid for the prime TV spot, except that it was a “substantial” amount.

The video was produced by the agency goodness Mfg., in association with the National Congress of American Indians.

Despite a growing push to change their team name, the Washington Redskins have remained insistent that it must stay. Redskins President Bruce Allen recently wrote a letter to senators stating the team “has always been respectful of and shown reverence toward the proud legacy and traditions of Native Americans.”