Shaq’s New Commcerial Ad for Buick

A guy as big as former NBA superstar Shaquille O’Neal couldn’t possibly have just one nickname.

In Buick’s latest ad, aptly named “Big,” Shaq smoothly boasts of his 15 larger-than-life nicknames, ranging from Big Shamrock to Big Aristotle. And a 16th nickname make be in order: Big Smoocher. In this playful commercial for the car company’s second-generation Buick LaCrosse, Shaq plants a big one on the forehead of a petite male valet. He then eases his bountiful body into the car, reclines back, and slyly insists, “Trust me; this car makes me sexy.” And the audience trusts him, indeed. Because with the release of “Big,” Shaq at last reveals that he is just as much a star on film as he is on the basketball court.

After less-than-perfect appearances in two prior Buick LaCrosse ads, “Oh Effect” and “More,” Shaq proves once again that size IS more. With “Big,” comes confirmation that three times is a charm. And Shaq is charming indeed–an endearing blend of sweetness and swagger that has the potential to be intriguing and appealing to a massive demographic of viewers and prospective buyers. When Shaq declares the car to be both “stylish and luxurious,” he could just as easily be talking about himself. A man who clearly knows his way around a luxury automobile, that Shaq truly seems at home in the LaCrosse is a nice marketing coup for Buick. The company seems to be making a successful play for the attention of both sports fans and car buffs, with heroes like Shaq and Peyton Manning, who is featured in a series of Buick ads for the 2013 Verano, touting their cars.

Ultimately, Buick’s “Big” ad not only shows off Shaq’s charms, but the Buick LaCrosse itself, which “Oh Effect” and “More” failed to do in any remarkable way. With its high-spec trim, leather trimmed seats, Intellilink and a multitude of other dazzling features, the LaCrosse appears to be a handsome car worthy of even the Big Shaq himself. And with the Black Eyed Peas rocking in the background of the commercial’s end, viewers will certainly share the “Good Feeling.”