Let it be known: there is no R-word in American Indian tribal parlance.
A television ad to be aired during Game 3 of the NBA Finals, paid for by a Northern California tribe, will drive home the point that American Indians aren't in favor of the Washington Redskins' use of that word and mascot, which they say is offensive and derogatory.
The Yocha Dehe Wintun Nation paid for the TV spot, which will air in major cities, including New York, Los Angeles, Chicago and -- of course -- Washington, D.C.
The ad first ran on Sunday during Game 2 of the NBA Finals.
The Washington Redskins' owner, Dan Snyder, has clung steadfastedly to his team's use of the term.
Tribal leaders say that the R-word is as bad as the N-word, and ought to be banned immediately.