January 12, 2018.
NBA Hall of Famer and TNT commentator Shaquille O’Neal – known by millions of fans as “Shaq” – announced on last night’s TNT NBA Tipoff broadcast that he has been given a new title, joining Carnival Cruise Line as their newly appointed “CFO.”
The announcement was made with a tongue-in-cheek video that features Shaq and Carnival President Christine Duffy but omits one minor detail: CFO stands for “Chief Fun Officer,” personifying the cruise line’s newest brand campaign, “Choose Fun,” which launched earlier this week.
As the newly appointed “CFO,” O’Neal has partnered with the cruise line, lending his fun, larger-than-life personality and playful spirit to inspire America to Choose Fun with Carnival when planning their next vacation, and in their everyday lives.
Shaq’s role will be brought to life via engaging video content, social media and experiential activations, beginning today.
In the first piece of advertising that introduces Shaq as Carnival’s Chief Fun Officer, he takes viewers on a whirlwind 30-second tour of Carnival Vista, showing his playful self as he enjoys the ship’s many attractions and experiences, including SkyRide, Havana pool, Cloud 9 Spa, a burger at Guy Fieri’s Burger Joint and, of course, the basketball court.
“We are very excited to have Shaq as part of the Carnival team! He will serve as a great partner ensuring everyone knows all about our one-of-a-kind brand of fun,” said Duffy. “We’re confident that his embodiment of our brand values will inspire America to Choose Fun and discover the authentic, participatory and social atmosphere that Carnival offers.”
“In today’s world, it’s more important than ever to choose fun, especially when everyone is busy with work, family, and life in general,” says O’Neal. “So, I’m honored to be appointed the Chief Fun Officer at Carnival – a company that lives and breathes fun.”