I'm Bryant Gumbel for HBO's Real Sports
with a look at one of the more impressive second acts
in recent sports history.
Shaquille O'Neal has always been big.
But never more so than he is today,
as one of the most ubiquitous pitch men in all of advertising.
Bernard Goldberg has the story.
BERNARD GOLDBERG: Okay.
Let's get the obvious out of the way.
Shaquille O'Neal, he's the one on the right,
is huge.
But not just because he's 7'1"
and weighs somewhere around 380 pounds.
Since he left the NBA nearly a decade ago,
he's become a giant in the world of business.
A little shake, a little tingle. A little shake, a little tingle.
GOLDBERG: You can't turn on your TV without seeing him
pitching everything from Gold Bond and Icy Hot,
to Oreos and doughnuts and auto insurance.
-Smile, General. -Sure!
GOLDBERG: Shaq will sell you a vacation.
And the credit card you'll use to pay for it.
And while you're out of town, he has you covered too,
with the newest in home security devices.
-(SECURITY ALARM RINGING) -We've been busted. It works.
GOLDBERG: He used to be
Shaquille O'Neal the basketball player.
Now, he's Shaquille O'Neal... the brand.
-(BOAT HORN HONKING) -O'NEAL: Carnival. Choose fun!
The Shaq brand is all about fun.
I want to be the guy that, for a brief moment of time,
make you go... (IMITATES LAUGH)
Raise your endorphins, raise your cheekbones,
and then, I want to make people laugh.
That's part of the business model.
Yes. I'm in the fun business.
GOLDBERG: And business, it turns out, is pretty good.
When he's not selling other people's stuff,
he's pushing Shaq-branded products of his very own.
Shaq sneakers, Shaq suits,
and there's even a Shaq jewelry line.
And in his spare time, he's become an investor,
buying up pieces of companies, including an NBA franchise,
which he now likes to call the "Shaq-ramento Kings".
O'Neal earned nearly 300 million dollars
playing basketball.
Looks like he'll make a lot more not playing basketball.
What was your best year, in terms of salary, in the NBA?
I want to say 30 million, probably.
-Thirty million? -Yes.
So, you're making more money selling stuff,
and endorsing stuff,
-and investing in stuff... -O'NEAL: Yes.
-...than you did in the NBA? -I think so.
-America's a great country, isn't it? -It is.
(CHUCKLING) It is.
GOLDBERG: Lessons about money started early, in high school,
when Shaq's father constantly lectured him about how a lot
of athletes who used to be rich, are dead-broke today.
Whenever an athlete who went broke lost all their money,
he'd bring it to my doorstep.
So, if--
-if there was news in the paper, -Yes.
that some famous athlete went broke,
-he would put in your face? -Yes.
GOLDBERG: And Shaq's father wasn't the only one in his face.
At LSU, he had a professor who pretty much told him
that he had too much confidence in himself.
My marketing professor said, "Okay, class. Bring me something
that you can see being sold in the foreseeable future."
So, you know me, Bernie. I came in with the Shaq shoes,
Shaq socks, Shaq shirt-- Shaq everything.
And the guy gave me an F.
Actually embarrassed me in front of the class, he said,
"Shaq, I know you're full of yourself and...
I see you put a lot of time into this, but...
if you look at the climate of the NBA,
big guys are not selling.
This'll never work."
GOLDBERG: At the time, the professor had a point.
Michael Jordan, Magic Johnson, and Larry Bird,
had far more endorsements than any NBA big man.
And historically,
the game's tallest players got the fewest commercials.
I mean,
who wants to buy stuff from great, big, intimidating brutes?
Or, as Wilt Chamberlain elegantly put it,
"Nobody roots for Goliath."
So, Shaquille O'Neal embarked on a mission.
To see why certain ads on TV worked.
So, I'm just sitting there, watching all these commercials,
trying to figure it out. And I see this dumb dog.
And he has about nine commercials.
TV AD NARRATOR: Bud Light's own Spuds MacKenzie.
-O'NEAL: I'm like, "Damn." -GOLDBERG: This is a dog?
Yeah, Spuds MacKenzie, he don't even talk.
So then I go back and I'm really studying the commercial, I said,
"You know what? Everything he does is funny.
I'm funny, this'll work.
If I ever get a chance, it'll definitely work."
GOLDBERG: When he arrived in the NBA,
it was his power and size that everybody noticed.
He was a bigger-than-life force of nature.
But soon, people also noticed his personality.
-He did movies. -(ZAPPING)
GOLDBERG: And rap albums.
(RAPPING) ♪ Boom shaka laka laka ♪
GOLDBERG: And of course, commercials.
Don't fake the funk on a nasty dunk.
GOLDBERG: And even when his career ended, his appeal didn't.
He could still inject his personality
into whatever he touched.
He does something to each product you bring to him.
But you've got a term, I think.
-He-- -Yeah. He Shaq-ifies it.
GOLDBERG: Nick Woodhouse and Jamie Salter are marketing gurus
who run a large firm in New York.
Authentic Brands Group.
He loves Krispy Kreme doughnuts.
And then when we go shoot a commercial for Krispy Kreme,
they have the full script written, he says--
he looks at it, he says, "That's interesting."
Next thing you know, he's wearing a Krispy Kreme hat,
and he's serving doughnuts through the drive thru.
Surprise!
He Shaq-ifies it.
And that wasn't part of the original script?
No, and how great is that?
But the most important thing with Shaq is...
-If he doesn't like the product, -Right.
he will not be a part of it.
You honestly have to like the product...
-if you're gonna... -O'NEAL: Yes.
do a commercial for it?
Yes, 'cause if I'm gonna sell it to the people...
I gotta be honest with the people.
So, if I don't like something,
I think they'll be able to see it.
For example, I just bought a new house,
and I call the security company, I said,
"Hey, I need cameras here, boom, boom, boom." 40,000.
I'm not paying 40,000, right?
So, then I go and buy a little doorbell cam,
and it works like a charm.
-GOLDBERG: How much was that? -Three hundred dollars.
GOLDBERG: The little doorbell camera was called Ring,
and Shaq liked it so much,
he tracked down the man who invented it.
I said, "Listen, I love your product.
If you need me to help you get it out there,
let's talk business."
GOLDBERG: Which is how Shaq ended up starring
in these commercials with the company's founder.
-Let's get to work, Jamie. -Let's do this.
GOLDBERG: Yes, Shaq likes Ring,
but he loves donuts.
And he loves Krispy Kreme donuts so much
that he bought this store in Atlanta
and says his goal is to own
about 100 stores across the country.
I don't want you to take this the wrong way.
-Yes. -Do you really need donuts?
You're not big enough as is?
Squeeze my six-pack or just squeeze my fat.
-I'm not squeezing anything. -No, I want you to squeeze it.
Squeeze it.
-Pretty tight. -Thank you. That's my point.
Just eat it in moderation.
Well, what's moderation--
-For me? -Yeah.
Two dozen.
As long as I don't look like Charles Barkley, I'm good.
(LAUGHING)
If you listen to him, you would think he was skinny.
And people forget, he's still a youngster.
When he gets 50, he's gonna be as big as this room.
GOLDBERG: Charles Barkley and Shaquille O'Neal
are co-stars on TNT's Inside the NBA,
the studio show where Shaq can be Shaq.
And where he and Barkley spar on the air
about basketball and each other's weight.
People question why you're in the Hall of Fame, anyway.
I'm gonna throw one of these chicken wings at your fat ass.
Okay, okay.
GOLDBERG: But it's when they leave the set
for the screening room
that Shaq really gets in Sir Charles' face... literally.
So, you're watching the game and then the commercials pop up.
And it's him.
Then it's him. Then it's him.
And then we have to come back out,
and I'm looking right at him again.
It's annoying.
Is there anything you think you, Charles Barkley,
can learn from Shaquille O'Neal
in the world of business?
Of course. He got a lot more money than me.
But I'll tell you this one thing about him.
He says, "I get all my companies together that I work for
once a year." And he says,
"How can I do better for the company?"
That's pretty smart on his part.
GOLDBERG: O'Neal convenes his yearly Shaq Summit in Atlanta,
where he strategizes with CEOs and sales reps
for all the products he endorses,
including his own brand of kid's sneakers,
some of which go for as little as fifteen dollars.
A lot of the stuff you pitch
is aimed at middle-class Americans.
There's a reason for that.
Because the great Lucille O'Neal,
which is my mother, said, "There's more
middle-class than there is spoiled rich brats
like you, Shaq."
-Did she say that? -O'NEAL: Just like that.
And then she said, "Don't forget we used to be like that."
GOLDBERG: Shaq's business plan selling to the middle class
has done so well that the New York marketing gurus,
Salter and Woodhouse, had an idea.
They already owned the marketing rights to Michael Jackson,
Marilyn Monroe, Muhammad Ali, and Elvis,
why not own a piece of a living legend?
So, they bought out 51 percent of Shaq's business.
What's the deal worth to him, to date?
Give me a ballpark.
I can say that he's made three times his money
since he's been here.
My sources tell me he's already pulled in,
in the two and a half years, a hundred million dollars.
Your sources are probably pretty good.
GOLDBERG: Which brings us back to Ring,
the home security company with the funny commercials
where Shaq helps install the system
and everyone feels safe and happy.
BOY: I see you, Shaq.
GOLDBERG: Shaq was so bullish on Ring
that he didn't just want to be a pitch man.
He wanted a piece of the whole enterprise
in exchange for his endorsement,
a decision that really rang the bell
because Amazon just bought Ring
for more than one billion dollars.
I would've liked to have gotten a bigger hit,
but I got a big hit.
So, just between us and the tens of millions of people watching--
-A lot. -(GOLDBERG CHUCKLES)
GOLDBERG: O'Neal and his new partners are now merchandising
the Shaq brand across a wide range of categories.
This spring, there'll be a new line of Shaq suits
and Shaq ties and Shaq dress shirts.
And that's not all.
So, you have Little Shaq.
Yep. A series of books that are there for kids.
-This is Shaq eyewear. -Yes.
Put these on, Bernie. These are sexy.
'Cause I had to really do it. Whoa!
Oh, do that again.
-Slower, slower. -(CHUCKLES)
I like that. Do it-- one more time.
Slow turn. One, two, three, turn.
Oh. (LAUGHING)
-Those are pretty nice. -Thank you. Appreciate it.
GOLDBERG: And now, there's something new
on the drawing board,
Another product Shaq deeply believes in.
Does the term "Chicken Shaq" mean anything to you?
Look, it's his idea and it's a very, very hot topic right now.
Chicken sandwiches, chicken tenders,
everything chicken.
-Chicken macaroni balls. -(LAUGHING)
GOLDBERG: So, what's the moral of this story?
How about this:
If you can put a smile on people's faces,
they're more likely to buy something you're selling,
like chicken macaroni balls, or a whole bunch of other stuff.
Ready?
GOLDBERG: Looks like Wilt Chamberlain was wrong.
Sometimes, people really do root for Goliath.
(LAUGHING)
I consider myself a medium level juvenile delinquent
who had great parenting.
Parents forced him to educate himself.
A person who has a great partner a person who has done things
the right way. A person who made it.
-You're doing okay. -O'NEAL: I'm doing alright.
You don't need a loan or anything before we go?
You know what they call me?
-The black Bernard Goldberg. -(BOTH LAUGHING)
Thanks for watching.
Remember, you can catch the rest of the latest edition
of Real Sports all month long on HBO.
♪ (DRAMATIC MUSIC PLAYING) ♪
For more infomation >> ¿Cómo tratar la gastritis de forma rápida y casera? - Duration: 7:37. 
For more infomation >> America's Newsroom With Bill Hemmer and Sandra Smith 04/09/18 10AM | April 09, 2018 Breaking News - Duration: 31:30. 
For more infomation >> EN EXCLUSIVA: Contactamos con las mujeres que han pasado por la vida de Felipe VI - Duration: 5:28. 
For more infomation >> Czech Republic Model Forest | Modelový les Česká republika - Duration: 4:01. 
For more infomation >> Cómo mostrar última conexión de los usuarios en WordPress - Duration: 1:44. 
For more infomation >> L'ex de Jacques Higelin raconte sa dernière journée auprès du chanteur - Duration: 1:19. 
For more infomation >> Dean - Dante's Creek (Remix)
For more infomation >> Simon Gadbois - zmysł węchu u psów - Duration: 1:32. 
For more infomation >> STEFAN MROSS: TRAURIGER TODESFALL - Duration: 2:43. 
For more infomation >> Bomb threat prompts Walmart evacuation - Duration: 0:57. 
For more infomation >> Isola dei famosi, lettera della Henger: 'Io, vittima di bullismo professionale' | Wind Zuiden - Duration: 4:25. 
For more infomation >> Kia Sportage 1,6 First edition met Cruise, Navi, Dab+ en 7jr garantie - Duration: 1:00. 
For more infomation >> cheap jeans pant shopping in bd/Buy Thai/Chinese/Jeans/Gabardine Pants/ new market in Dhaka 2018 - Duration: 6:51. 
For more infomation >> Mercedes-Benz Citan | Cruise | Navi | Airco | PDC | Schuifdeur - Duration: 0:54. 
For more infomation >> I will make no excuses for increasing our defense spending: Sen. Rounds - Duration: 8:20. 
For more infomation >> 'I Thought It Was A Miracle': Car Allegedly Racing Flies Off 5 Freeway - Duration: 1:37. 
For more infomation >> Words The Royal Family Are Forbidden to Use (2018) - Duration: 1:31. 
For more infomation >> Biznes przy kawie #1 Research produktów i usług - Duration: 3:04. 
For more infomation >> Hyundai i20 1.2I I-DEAL NED.AUTO, AIRCO, BLUETOOTH, ELEKT. R+S, LM-WIELEN, LED VERLICHTING - Duration: 0:59. 
For more infomation >> Grandfather speaks after parents found dead outside car on I-4 - Duration: 2:26. 
For more infomation >> Citroën C3 1.4i Ligne Ambiance Automaat - Duration: 0:54. 
For more infomation >> Continúa la guerra en la monarquía: Juan Carlos I se niega a recibir a Letizia - Duration: 3:56. 
For more infomation >> MiyaGi & Эндшпиль I can fly*✅ - Duration: 4:28. 
For more infomation >> Estamos excluindo as pessoas da nossa vida? - Duration: 1:21. 
For more infomation >> Owoce o najmniejszej liczbie kalorii - Duration: 10:51. 
For more infomation >> BBB18: encurralado, Kaysar fala da namorada e revela o que perdeu na guerra | VENTO GRANDE - Duration: 3:51. 
For more infomation >> VAV No Brasil EP4 [ Legenda PT/BR ] - Duration: 5:49. 
For more infomation >> 🔴 Viegas DESMASCARA Gleici AO VIVO no Mais Você e COMOVE a todos - Duration: 1:30. 
For more infomation >> Step-by-Step Guide to The Perfect Medium-Rare Sous Vide Steak - Duration: 2:08. 
For more infomation >> Após erro, Kaysar pode perder BBB e enquete do UOL mostra novo vencedor |videonews.fun - Duration: 4:56. 
For more infomation >> Iacob Campanelli - A șaptea zi a Creației (fragment) - Duration: 0:35. 
For more infomation >> Manhã no BBB18 é marcada por desentendimentos, alfinetadas e desabafos II ANDYTRON3000 - Duration: 3:47. 
For more infomation >> Keep Yourself Safe - Duration: 12:47. 
For more infomation >> Man arrested in shooting of Loomis-Fargo truck driver at Altamonte Springs Publix - Duration: 1:57. 
No comments:
Post a Comment