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Shaquille O’Neal could dominate a basketball game on his own, but just like he sometimes needed Kobe Bryant, it turns out he also occasionally needs a cavalry to help him treat people’s pain with Icy Hot.

That is the concept of a new campaign, The Comeback Cavalry, from the ointment brand. 

“Cavalry is basically a personification of how our product works,” Vince Balagat, senior brand lead for Icy Hot, which is owned by Sanofi. “The cavalry is a squad of warriors. Half of them are ice warriors, and half of them are heat warriors…and Shaquille is their coach, their ringleader, to get them motivated to relieve the pain.”

O’Neal has worked with Icy Hot for more than two decades. The brand continues to use the basketball legend, who is now an analyst on the popular show “Inside the NBA,” because “we are a bit of the incumbent in the category, and so we are always looking for ways to remain modern and relevant and in culture, and Shaquille is one of those people who has managed to do the same,” Balagat said.

A 30-second spot features a player in a recreational basketball league tweaking his back. O’Neal, standing atop a platform and surrounded by warriors in red and blue, summons them “to get our man back in the game.”

The commercial looked a bit like a scene from the Netflix thriller “Squid Game.”

“It’s a humorous take on a borderline dystopian world that we have seen consumers drawn to in shows like ‘Silo’ or ‘Squid Game,’” Graham Davis, creative director for the Martin Agency, told Campaign. “But in our world, the greater mission isn’t to save humanity — just help relieve Jeff’s mildly sore back.”

The commercial premiered Sunday on TNT during the semifinals of Unrivaled, a three-on-three women’s basketball league. The brand is also working with Arike Ogunbowale and Napheesa Collier, who play in the league.

“We’re really trying to start working more with these younger athletes at the same time that Shaq is still part of our family,” Balagat said.

The campaign will feature content on TV, online and streaming video; social media; radio; digital display; and digital out-of-home advertising.

Keith Schofield directed the commercial. The Martin Agency was the creative agency of record. Other agencies included: Caviar (production); Wonderful Machine (stills production); Arcade (editorial); ArtJail (visual effects); Electric Theatre Collective (color grading); Consortium (music); and Tiny Lion (sound design and mix).

This article originally appeared on Campaign US.

To read a March 2025 article on Women’s basketball drives bringing slam dunk results for pharma brands, click here.