NBA hall of famer Shaquille O’Neal – also known as Shaq – has announced on TNT Inside the NBA that he has been given a new title, joining Carnival Cruise Line as their newly appointed CFO.

The announcement was made with a tongue-in-cheek video that features Shaq and Carnival president Christine Duffy, but omits one minor detail: CFO stands for Chief Fun Officer, personifying the cruise line’s newest brand campaign, “Choose Fun,” which launched earlier.

As the newly appointed chief fun officer, O’Neal has partnered with the cruise line, lending his fun, larger-than-life personality and playful spirit to inspire America to “Choose Fun” with Carnival when planning their next vacation, and in their everyday lives.

His role will be brought to life via engaging video content, social media and experiential activations, beginning today. 

In the first piece of advertising that introduces Shaq as Carnival’s Chief Fun Officer, he takes viewers on a whirlwind 30-second tour of Carnival Vista, showing his playful self as he enjoys the ship’s many attractions. 

“We are very excited to have Shaq as part of the Carnival team.

“He will serve as a great partner ensuring everyone knows all about our one-of-a-kind brand of fun,” said Duffy. 

“We’re confident that his embodiment of our brand values will inspire America to Choose Fun and discover the authentic, participatory and social atmosphere that Carnival offers.”

Carnival Cruise Line is the largest brand in the Carnival Corporation portfolio with a fleet of 25 ships designed to deliver fun and memorable vacation experiences at a great value.