Carnival Corp. Chairman Micky Arison has an affinity for professional basketball. After all he owns the Miami Heat and once signed LaBron James to a contract that helped the team win the NBA championship. Now Arison’s Carnival Cruise Line has turned to a former Miami Heat (and L.A. Laker) player to be a spokesperson for the brand’s new “Choose Fun” campaign.
NBA Hall of Famer and TNT commentator Shaquille O’Neal, also known as “Shaq,” last week announced on TNT’s Inside the NBA broadcast that he has been given a new title, joining Carnival as its 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.
Tour Carnival Vista with New “CFO” Shaquille O’Neal | #Choose Fun | Carnival
Meet Carnival’s New CFO – Shaquille O’Neal | #ChooseFun | Carnival
As the newly appointed CFO, O’Neal will lend 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 video content, social media and experiential activations.
In the first piece of advertising that introduces Shaq