Shaquille O’Neal has a new office at Carvana. It just happens to be inside one of Carvana’s giant car vending machines.
The latest chapter of the brand’s ongoing “Shaqvana” partnership puts the NBA legend inside the glass tower, where his larger-than-life presence becomes the joke. Carvana created the campaign, Good Behavior produced it, and Win Bates directed it.
The work builds on the “Shaqvana” campaign Carvana launched last fall, which itself grew out of O’Neal’s longstanding fascination with the company’s vending machines.
“Shaq doesn’t do anything small, so of course his next move was setting up shop in one of our largest vending machines,” said Ryan Keeton, Carvana co-founder and chief brand officer. “This spot marks the next chapter of our partnership with him, and we’re excited to keep finding new ways to bring his big personality to life.” Watch below:
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Bates said the shoot offered exactly the kind of material you would expect from Shaq. “Shaq was hilarious and surprisingly not that tall,” Bates joked.
The director also recalled O’Neal sprinting to set through a thunderstorm in boxer briefs to protect his wardrobe. Then came the performance review. “He also shook my hand and said, ‘If the commercial is good, it’s me. And if it’s bad, it’s you,’” Bates said. “I really hope I did not let him down.”
The spot continues Carvana’s strategy of using Shaq less as a traditional spokesperson and more as a source of comic scale, personality, and absurdity.
Putting him inside the vending machine feels like the logical next step.
After all, if you are going to build a glass tower full of cars, eventually Shaq is going to want an office in it.
CREDITS:
BRAND: Carvana
- Chief Brand Officer Ryan Keeton
- CCO Paul Keister
- Associate Director Brand Marketing Keith Marsh
- Sr Brand Manager, Partnerships Makena Bercham
AGENCY: Carvana In-house
- Sr Art Director Karter Krasselt
- Writer Elijah Andes
- EP/Producer Sam Baerwald
- Lead Cinematographer Andre Langdal
PRODUCTION COMPANY: Good Behavior
- Director Win Bates
- Head of Production Adam Lawson
- Line Producer Julianne Maloney
- Director of Photography Scott Henriksen
- Production Designer Matt McIntyre
EDIT: Cut & Run
Editor: Jay Nelson
