Chiat/Day, New York, is on its way out as Reebok’s agency, but the shop will go out with a bang during the Super Bowl when the client breaks a commercial featuring athlete-cum-rapper Shaquille O’Neal. The new spot is called ‘Shoot Pass Slam’ and features lyrics from one of Shaq’s new rap songs of the same name. The cut is from Shaq’s album ‘Shaq Deisel’ on Jive Records. Do want me to shoot it?’ and ‘Do you want me to pass it?’ raps the 7-foot-2 inch basketball star, to which the crowd responds with a resounding ‘No.’ Not until Shaq asks if they want him to ‘slam’ does the audience shout ‘Yeah!.’ Leo Burnett was recently named Reebok’s new AOR.
Copyright Adweek L.P. (1993)