Bobble-Head Shaquille O’Neal Is a Big Kid for Icy Hot Pain Relief

Basketball icon and long time Icy Hot spokesman Shaquille O’Neal is making his directorial debut via the launch of the topical pain relief category’s first product made especially for children: Icy Hot Kids. Created through a collaboration with independent agency Terri & Sandy (Icy Hot’s AOR), the humorous new national advertising campaign titled 'Kid Shaq' features Shaq as an injury prone spokeskid and co-director, alongside Emmy winning director Vincent Peone.

'Kid Shaq,' the new national campaign from Icy Hot, introduces the launch of the Icy Hot Kids product line to the market. Developed with paediatricians, Icy Hot Kids represents a turning point for parents in the treatment of minor childhood injuries as the first line of topical pain care products specifically formulated for kids. Icy Hot Kids is made with naturally sourced menthol and leverages the power of Icy Hot’s contrast therapy to treat minor muscle pain, bumps, and bruises through roll-on and patch products.

'Kid Shaq,' which is running across digital and social platforms incl. Yahoo, Facebook and Instagram, was created in collaboration with Terri & Sandy, Icy Hot’s agency of record since 2020, and directed by b-ball legend Shaquille O’Neal. This marks the commercial directorial debut for the 20-year Icy Hot spokesman (Shaq’s longest-running brand partnership). The campaign was produced by Shaq’s production company, Jersey Legends.

The campaign focuses on the insight that being a kid can hurt and if anyone would know, it’s Kid Shaq. That sentiment is brought to life in a series of humorous films featuring the injury-prone Shaq spokeskid (that is: adult Shaq’s head superimposed onto a school-aged kid’s body) engaging in everyday kid fun, like double dutch, tee-ball, monkey bars and soccer, while sustaining minor injuries along the way. The hero 30-second film features Shaq’s actual mother, Lucille O’Neal, applying Icy Hot Kids to her son as he comments, “Just a little bruise for a little kid with a big head,” while five 15-second original films continue to follow Kid Shaq through the playground as he endures bumps and bruises ripe for Icy Hot Kids relief.