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).
