• by Fern Siegel , June 3, 2026

Shaquille O’Neal, who gained basketball fame playing for the Los Angeles Lakers, has joined a new team.

The “Shaq, Your Friend with Benefits” campaign advertises 5% cash back on everyday items, such as gas, groceries and internet, with the Credit One Bank X5 Visa Signature card. The ad is O’Neal’s first leg of a two-year brand-ambassador partnership with Credit One Bank.

The 30-second spot runs across across TikTok (@Shaq & @creditonebank) and Instagram (@Shaq & @creditonebank). Paid media includes TV, OTT (including Amazon, Tubi, Peacock, Roku and Paramount), social (Facebook, Instagram and TikTok) and YouTube.

The campaign reflects Credit One Bank’s focus on helping people find strong credit benefits.

Deutsch handled both creative and media for the brand.

“The challenge wasn't explaining the benefits, it was making people remember them. Everybody in the category talks about rewards. What we liked about 'friend with benefits' was that it gave us a memorable and slightly cheeky way into that conversation. And with Shaq, we had somebody who could deliver the joke with just the right amount of charm and self-awareness, while still keeping the focus on the value of the card,” Mike Wallen, EVP/executive creative director, Deutsch, told Agency Daily.

Deutsch’s client roster also includes Taco Bell, Dr Pepper, Turo and IHOP.