SHAQ'S LOOKING TO MAKE FIREWOOD OUT OF LI'L PENNY

     A new Reebok spot featuring Shaquille O'Neal will take
"another swat" at Nike and boost Reebok's "This is my Planet"
theme, according to the current ADVERTISING AGE.  Jeff Jensen
reports the spot, set to debut around February 1, has O'Neal
"sassing" Nike's "Li'l Penny" campaign that features Magic
teammate Anfernee Hardaway, reportedly with dialogue that has
"O'Neal wanting to 'squash' Penny's puppet."  Jensen calls the
spot "opportunistic and timely, given that Nike plans to unveil a
new 'Little Penny' creative around the All-Star Game, using it as
the main thrust of its February basketball marketing."  Jensen
also notes the spot follows Emmitt Smith's ad "knocking Nike" for
its deal with Jerry Jones (AD AGE, 1/22 issue).