{"id":27929,"date":"2025-03-19T13:50:12","date_gmt":"2025-03-19T20:50:12","guid":{"rendered":"https:\/\/presskitchen.com\/?p=27929"},"modified":"2026-01-28T09:50:04","modified_gmt":"2026-01-28T09:50:04","slug":"new-work-from-caviar-shaquille-oneal-introduces-the-comeback-cavalry-for-icy-hot","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/new-work-from-caviar-shaquille-oneal-introduces-the-comeback-cavalry-for-icy-hot\/","title":{"rendered":"New Work from Caviar: Shaquille O\u2019Neal Introduces \u2018The Comeback Cavalry\u2019 for Icy Hot"},"content":{"rendered":"<p><strong><img decoding=\"async\" class=\"size-full wp-image-27665 alignnone\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/01\/Screen-Shot-2025-01-17-at-1.47.04-PM.png\" alt=\"\" width=\"206\" height=\"122\" \/><\/strong><\/p>\n<p><strong>The campaign, directed by Caviar director Keith Schofield, aims to make pain relief feel exciting.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-27932\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO.png\" alt=\"\" width=\"1850\" height=\"1042\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO.png 1850w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-300x169.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-1024x577.png 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-768x433.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-1536x865.png 1536w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-350x197.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-600x338.png 600w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/03\/Icy-Hot.bFzvftOO-uai-900x507.png 900w\" sizes=\"(max-width: 1850px) 100vw, 1850px\" \/><\/p>\n<p>For years, Icy Hot has been known for its signature dual-action pain relief \u2014 the power of ice and heat, otherwise known as contrast therapy. But beyond that functional benefit, the brand needed to evolve and show consumers what makes Icy Hot better. How do you take two simple words and give them more meaning? How do you make pain relief feel exciting?<\/p>\n<div class=\"__se__float- se-component se-video-container\">\n<figure><iframe src=\"https:\/\/notube.lbbonline.com\/media\/67d7e96552d179001a509935\" scrolling=\"no\" sandbox=\"allow-same-origin allow-scripts\" data-align=\"\" data-file-name=\"67d7e96552d179001a509935\" data-file-size=\"0\" data-origin=\"100%,56.25%\" data-percentage=\"100%,56.25%\" data-size=\"100%,56.25%\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<\/div>\n<p>Enter: \u2018The Comeback Cavalry\u2019 \u2014 The Martin Agency\u2019s first work for Icy Hot, a campaign that creates an immersive world built around the product itself. At the center of the campaign is a new universe inside the Icy Hot bottle, where a team of Ice and Heat warriors (the Comeback Cavalry) await their call to action. Led by <strong>Shaquille O\u2019Neal<\/strong>, the brand\u2019s longtime ambassador but now in his new leader role, the cavalry springs into action at the first sign of a strain\u2014treating even the most everyday pain like it\u2019s an all-or-nothing championship moment.<\/p>\n<p>Rather than focusing on elite athletes and dramatic sports moments, this work shifts the lens to everyday athletes \u2014 the ones grinding at the rec league, playing pickup, or pushing through their weekend workouts. Because every moment of pain matters, whether it\u2019s the NBA Finals or a neighborhood 3-on-3.<\/p>\n<p>Beyond introducing a new comedic tone for Icy Hot, the campaign also unveils a new tagline: \u201cYou\u2019re So Back\u201d\u2014it\u2019s a playful spin on the viral phrase \u201cWe\u2019re so back,\u201d aimed at deepening the brand\u2019s engagement with culture. The juxtaposition between the high-stakes seriousness of the \u2018bottle world\u2019 and the everyday nature of the outside world brings a sense of humor to Icy Hot, making the product differentiation both memorable and meaningful.<\/p>\n<p>The campaign, directed by\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Keith_Schofield\">Keith Schofield<\/a>, will be running across TV and social, launching during the semi-finals of Unrivaled on TNT on Sunday, March 16, with an accompanying activation set to launch later this spring.<\/p>\n<p>Read the complete article <a href=\"https:\/\/lbbonline.com\/news\/shaquille-oneal-introduces-the-comeback-cavalry-for-icy-hot\">HERE<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The campaign, directed by Caviar director Keith Schofield, aims to make pain relief feel exciting. For years, Icy Hot has been known for its signature dual-action pain relief \u2014 the power of ice and heat,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":27932,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,311],"tags":[1263,1530,4543,4682,4683,4684,210,4685,248,4686,249,259,260,261,262,263,310,975],"class_list":["post-27929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-caviar","tag-directing","tag-the-martin-agency","tag-keith-schofield","tag-caviar-production-company","tag-comeback-cavalry","tag-director-keith-schofield","tag-creative","tag-icy-hot","tag-ad","tag-shaquille-oneal","tag-advertising","tag-campaign","tag-comedy","tag-commercial","tag-commercials","tag-creativity","tag-caviar","tag-director"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New Work from Caviar: Shaquille O\u2019Neal Introduces \u2018The Comeback Cavalry\u2019 for Icy Hot - Press Kitchen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/new-work-from-caviar-shaquille-oneal-introduces-the-comeback-cavalry-for-icy-hot\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Work from Caviar: Shaquille O\u2019Neal Introduces \u2018The Comeback Cavalry\u2019 for Icy Hot - Press Kitchen\" \/>\n<meta property=\"og:description\" content=\"The campaign, directed by Caviar director Keith Schofield, aims to make pain relief feel exciting. 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