Sponsorships Advertising Marketing

SHAQ DADDY GETS FIRED UP FOR NEW TACO BELL SPOTS

2.22.1996

     New Taco Bell ads break Monday in which Shaquille O'Neal
introduces the new "Ultra-Hot 4-Alarm Double Decker Taco,"
according to USA TODAY.  The Bozell-produced spots show how Shaq
"fires up" before playing by eating the new spicy tacos.  On-
court special effects show O'Neal in flames as he dunks.  The
spots are O'Neal's third for Taco Bell.  Ad industry executives
say O'Neal's contract with Taco Bell is worth an estimated $5M
(Melanie Wells, USA TODAY, 2/22).
     OTHER HOOPS ENDORSEMENTS:  In a deal with Frito-Lay, Scottie
Pippen will appear on packages of Lay's, Wavy Lay's and Rold Gold
and in a soon-to-be aired TV spot with Hakeem Olajuwon and David
Robinson (CHICAGO TRIBUNE, 2/22).

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