But this Alibaba project had everything else. A tight deadline: Only 20 days to air date and clients needed a new TV spot. A huge stage: The spot would debut on ESPN during the first-ever regular-season college or pro basketball game ever played in China. Oh, and Alibaba was the presenting sponsor. Oh, and it was only days before Singles Day, a sort of national holiday that Alibaba created and is sort of like Black Friday here in the States. Only Black Friday did about $4.4 billion in sales in 2015 while Singles Day pulled in $14.3 billion. So, no pressure to get it right.