NCAA Takes Shaq Ad Off the Air

The NCAA has deemed that a new Pepsi commercial starring the Lakers’ Shaquille O’Neal, who wears a yellow basketball jersey resembling his Laker jersey, is not fit to be shown during CBS’ coverage of the Final Four.

“We have a policy about the appearance of active pro athletes in ads on telecasts of sports in which the pro athlete is participating,” NCAA promotions director Alfred White said from Indianapolis.

The ad mainly deals with a spoof on the remaking of the 1970s movie “Shaft,” in this case “Shaft Shaq,” but also shows O’Neal playing basketball. Appearing in the commercial with O’Neal are Rob Reiner, Dennis Miller and Michael J. Fox. O’Neal keeps complaining that something is missing until he hears Fox pop a Pepsi after putting up a layup.

Shaq goes over to Fox to ask for a sip and is told, “Don’t even think about it.”

Said White: “We felt like this ad promoted Shaq more than it promoted Pepsi. And while the jersey he was wearing did not have ‘Lakers’ on the front, it was gold with the No. 34 on it.”

CBS spokeswoman Leslie Ann Wade said that the NCAA contractually has the right to set the rules governing the content of commercials shown during its championships.

Jon Harris, a spokesman for Pepsi, said, “We think it’s a great spot, but we have a business relationship with the NCAA--we are the official soft drink of the NCAA--and understand its position on this.”

Harris said that an old Pepsi commercial with dancing bears will be substituted. Harris said the new ad will be aired after O’Neal, who is injured, returns to the Lakers.