NBA superstar Nikola “The Joker” Jokic is known for three things: his love of horses, his indifference toward basketball, and his absolute hatred of advertising. So how do you make a win-ad for a guy who hates win-ads? You make a dead-serious, no-jokes win-ad.

And in a twist none of us saw coming, Jokic actually liked it. He even wore a custom hat with our tagline to his first horse race back in Serbia after winning the NBA title.