The mysterious full-page ad from Shaquille O'Neal to Hakeem
Olajuwon in papers around the country yesterday attracted
considerable media speculation. Multiple sources reports that
the ad was placed by PepsiCo's Taco Bell, and sports marketing
execs told Kevin Goldman of the WALL STREET JOURNAL that the ad
"is a teaser" for a new Taco Bell commercial that is expected to
air in two weeks which will feature O'Neal and Olajuwon (WALL
STREET JOURNAL, 6/27). One source said the ad will feature the
two playing one-on-one in an argument about hard-shell vs. soft-
shell tacos. O'Neal's sponsors denied any involvement, but were
"thrilled with the attention" (Eric Stirgus, N.Y. POST, 6/27).
In Orlando, Gene Yasuda writes that ad agency Bozell Worldwide
purchased the space for Taco Bell (ORLANDO SENTINEL, 6/27).
ESPN's Robin Roberts said the ad in USA TODAY cost $57,500
("SportsCenter," 6/26). "A response -- and acceptance" by
Olajuwon is expected to run Wednesday. Leonard Armato, who
represents O'Neal: "Wouldn't it be incredible to see them go
one-on-one?" (Dottie Enrico, USA TODAY, 6/27). Hakeem's agent,
Ralph Greene: "I don't foresee any one-on-one basketball games
between those guys" ("SportsCenter," ESPN, 6/27). Olajuwon said
someone read him the ad over the phone and that he was
"pleasantly surprised," but he "shrugged off" any knowledge of a
forthcoming response. Olajuwon: "I guess we'll find out" (David
Barron, HOUSTON CHRONICLE, 6/27). Taco Bell's Joshua Blum: "We
don't comment on rumor or speculation, but we are always
interested in sports marketing opportunities consistent with the
Taco Bell brand" (Harry Berkowtiz, N.Y. NEWSDAY, 6/27).
SHAQ'S LAST STAND: NBA marketing spokesperson Jon Stern said
it would depend on the type of event, but he would "tend to think
the league is against one-on-one competition due to player injury
risks" (ORLANDO SENTINEL, 6/27). Madison Ave. is "abuzz because
a face-off" between the two "could do wonders for their
endorsement careers" (USA TODAY, 6/27). In Orlando, Jerry Greene
speculates on how many tickets you could sell to a "steel cage
matchup in the middle of the Citrus Bowl! .. coached by Hulk
Hogan. Loser leaves the NBA." Greene concludes, "So bring it
on, Shaq. You and Olajuwon, taco a taco ... But keep this in
mind: One or two fewer tacos during the NBA Finals might have
helped you keep up with Mr. Olajuwon in the first place" (ORLANDO
SENTINEL, 6/27). Comedy writer Bob Lacey called the ads "sort of
like Custer threatening Crazy Horse after Little Big Horn" (Tom
Fitzgerald, S.F. CHRONICLE, 6/27).
ELSEWHERE: Olajuwon reportedly has a endorsement deal in
Indonesia with Coca-Cola (WALL STREET JOURNAL, 6/27).
