LOS ANGELES (AP) — New Los Angeles Clippers owner Steve Ballmer vowed his team is going to be “hardcore” this season. Throw in relentless, too.

The franchise’s new advertising campaign revolves around the theme “Be Relentless.” It launched Tuesday with print ads and a 60-second TV spot that debuted during TNT’s nationally televised NBA doubleheader on the opening night of the season.

Another national TV spot will air during the Clippers’ season opener Thursday against Oklahoma City.

Ballmer says he’s committed to developing the franchise into one of the top teams on the court and one of the best in pro sports.

The team and its new ad agency worked with the movie company behind such films as “Wedding Crashers” and “Hot Tub Time Machine 2” to create the TV spot.

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