• by Fern Siegel , October 10, 2023

Basketball star and Icy Hot spokesman Shaquille O’Neal is making his directorial ad debut in a new campaign titled "Kid Shaq."

The work features Shaq as an injury-prone kid and introduces the launch of the Icy Hot Kids, a topical formula to treat minor injuries.

Terri & Sandy, the brand's AOR since 2020, is behind the wacky ads, co-directed by O'Neal and Vincent Peone. They include Double Dutch, Tee-ball, The Wall and Shaq.

Icy Hot Kids is made with naturally sourced menthol and uses ice-heat contrast therapy to treat minor muscle pain, bumps, and bruises through roll-on and patch products.

The campaign, produced by Shaq’s production company, Jersey Legends is running across digital and social platforms.

"When we heard Icy Hot was coming out with a kid's product, it was almost a no-brainer,” Chris Cannon, creative director at Terri & Sandy told Agency Daily. “Shaq has always been a trusted spokesperson for the brand. Kid Shaq would be a trusted spokeskid. Figuring out how he would do double dutch was the tricky part."

The spots show an adult Shaq's head on a child's body. One 30-second spot includes Shaq’s mother, Lucille O’Neal, applying Icy Hot Kids to her son. He says: “Just a little bruise for a little kid with a big head.”

Five additional ads show him getting Icy Hot Kids relief from various bumps.

Terri & Sandy's client work includes Sennheiser, Orchard Valley Harvest and Cambio Roasters.