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Volume 24 No. 155
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Shaq Uses "Inside The NBA" To Promote Role In New Carnival Cruise Line Marketing Effort

Shaquille O’Neal last night unveiled a new partnership with Carnival Cruise Line during TNT’s “NBA Tip-Off.” TNT's Ernie Johnson said O’Neal has some "very exciting news to share.” O’Neal: “I’d rather show you.” The broadcast then aired a new Carnival ad featuring O’Neal, who said Carnival Chair and Heat Owner Micky Arison “made me CFO at Carnival.” Charles Barkley said, “First of all, nobody trusting you with numbers.” O’Neal replied he is "all about numbers," and added as the “new CFO, I’m giving you guys two free cruises.” The ad revealed that CFO stands for "Chief Fun Officer" (“NBA Tip-Off,” TNT, 1/11). AD AGE's Adrianne Pasquarelli notes the new brand campaign is the "first from Carnival's agency-of-record Anomaly." In a 30-second spot, O'Neal "takes viewers on a whirlwind tour of Carnival, which includes the fastest wedding ever, but no time for basketball." The commercial "will air nationally" during the Pyeongchang Games. O'Neal will also "star in a series of other content posted digitally." The new spot will be the "first national TV commercial for Carnival in four years, when it advertised during the last winter Olympics" (ADAGE.com, 1/12).