Who’s Got Shaq's Back in This Cause Ad?

Shaquille O’Neal, NBA legend, rap artist and pitchman for Comcast showed up in his guise as ‘Shaq-A-Clause’ in this pre-Christmas circular from Toys ‘R’ Us benefiting Toys for Tots.

The press release quoted Shaq saying: “My parents always encouraged me to give back to those less fortunate, and ever since I made it to the NBA, I’ve been visiting Toys“R”Us stores during the holiday season to buy gifts for kids in need.”

There’s a Facebook component, special appearances by O’Neal at Toys ‘R’ Us stores, online videos, a microsite, support from Shaq’s own website and a $250,000 seed donation from Toys ‘R’ Us.

Still something’s missing and it's called a copy editor. The second line of copy reads: “Cash donactions accepted through Christmas Eve.”

Come on people, someone needs to get Shaq's back!

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