SBD/2/Sponsorships Advertising Marketing

LUCY, I'M HOME! CLASSIC SHAQ PEPSI SPOT PREMIERS TONIGHT

     A new Pepsi ad showing Shaquille O'Neal in classic footage
with Lucille Ball, Cary Grant and Michael Landon premieres this
evening on NBC's prime time telecast of the Magic-Pacers.  The
60-second ad, created by BBDO, uses some of the same techniques
as "Forrest Gump," with special effects allowing Shaq to leave
the basketball court and become part of old movies and TV shows
on a big screen,  such as "I Love Lucy," "North by Northwest,"
"Bonanza" and "The Honeymooners" (Dottie Enrico, USA TODAY, 6/2).
     THE SHIRT OFF THEIR BACKS:  If the Magic win tonight,
"Eastern Conference Champions" T-shirts will "go on sale even
before all the champagne bottles pop," according to Gene Yasuda
of the ORLANDO SENTINEL.  Less than 12 hours after the end of the
game, some retailers "plan to be stocked with a range of
products."  Jon Stern, NBA Marketing spokesperson, told Yasuda
that at least eight major NBA licensees have contracted local
silkscreen printing companies to make apparel.  The SENTINEL has
also joined with an NBA licensee to print Magic T-shirts
"featuring the front page and sports section" (ORLANDO SENTINEL,
6/2).
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