Press release

Ad Agency 31,000 FT Collaborates with Shaquille O’Neal to Make Latest Epson Technology Solution a Family Affair

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When Shaquille O’Neal endorses a brand, advertising agency 31,000 FT knows Shaq must have a strong connection to it. As a technology ambassador for Epson, Shaq demonstrates just how personal that connection is when he and his mother appear in the latest campaign for the Epson FastFoto® FF-680W High-Speed Photo and Document Scanning System. The “Preserve What’s Priceless” campaign showcases the importance of preserving, sharing and organizing cherished memories to share with family and loved ones.

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The people at 31,000 FT are the creative minds behind the curtain for the FastFoto spot. The ad agency is currently producing creative campaigns for three more Epson technology solutions featuring Shaq.

“Some of the brands we’ve collaborated on with Shaq over the years, including Gold Bond® and Icy Hot®, have called us ‘Shaq Whisperers,’” said Marshall Lestz, partner at 31,000 FT. “I think the secret to our success working with Shaq can be summed up in a simple equation: listening and absorbing what our clients truly want + understanding Shaq’s personality, strengths, likes and dislikes = Happy client, Happy Shaq, Happy 31,000 FT.”

“When a persona as big and well-respected as Shaq tells his mother about FastFoto, and she turns around and entrusts our high-speed photo scanner to preserve her most priceless memories – there is no greater compliment we can receive,” said Dan Murphy, head of international marketing communications, Epson America, Inc. “Shaquille and his mom are not only themselves in the new spot, but they genuinely and authentically connect directly to our customers.”

The new Epson spot will be featured across digital, TV, public relations, direct response and Epson social channels. The collaboration with Lucille O’Neal extends beyond the ad spot, including her serving as the company’s Honorary Chief Memory Officer (CMO), helping educate consumers on the ways to capture memories and share those memories with friends and family for years to come. As CMO, Mrs. O’Neal will serve as an ambassador for Epson’s line of FastFoto scanning solutions, contributing to awareness campaigns focused on ‘Preserving What’s Priceless’ in the form of guest blogs, tips and insights, and select appearances.

“We have enjoyed working with Shaq and Epson to launch this new campaign and are proud of what we’ve created,” said Carter Keith, CEO at 31,000 FT. “When we work with global brands like Epson, our objective is to help find their higher purpose and bring that purpose to life for the consumer. We think the memories shared between Shaquille and his mom for the FastFoto campaign do this beautifully. ”

About 31,000 FT

As a full-service advertising and creative agency, 31,000 FT is nimble by nature, collaborative by design and efficient as a result. With more than 150 years of combined experience, we partner with global and national brands to deliver compelling stories that connect with our client’s customers. Our streamlined approach starts at the 31,000 FT level. This high-level perspective allows us to provide valuable insight to help our client’s brands capture the hearts, minds, and imaginations of their customers. Our award winning creative services include brand building and strategy, TV, radio, print, digital, social media and websites. To learn more about our agency or follow us on social media, visit

About Shaquille O’Neal

Mr. O’Neal’s business career includes success in broadcasting, endorsements, music, television and gaming. He has served as an analyst on Inside the NBA since 2011. He has been an investor in franchised and other restaurants since 2010 and actively operates Big Chicken, a fast casual fried chicken restaurant in Las Vegas, and Shaquille’s, a fine dining restaurant in Los Angeles. Mr. O’Neal is considered to be one of the most dominant basketball players in NBA history, drafted by the Orlando Magic with the first overall pick in the 1992 NBA draft. His NBA career spanned from 1992 until 2011. He serves on the national Board of Directors of Communities In Schools, a non-profit devoted to empowering students to stay in school and achieve in life.