MIAMI — How much personality do you need to be an official CFO? About seven feet tall’s worth, says Carnival Cruise Line.

The cruise company has named larger-than-life NBA Hall of Famer and current TNT sports commentator Shaquille O’neal as its newly appointed CFO, or ‘Chief Fun Officer’, a move that embodies its new brand campaign, ‘Choose Fun’, which launched earlier this month.

In his new role, O’Neal will inspire travellers to ‘Choose Fun’ with Carnival when planning their next vacation. Through engaging video content and social media, the basketball legend shows his playful side while highlighting onboard attractions and experiences.

In his first hilarious commercial, ‘Shaq’ embarks on a whirlwind 30-second tour of Carnival Vista that includes the SkyRide, Havana pool, Cloud 9 Spa, Guy Fieri’s Burger Joint and, of course, the basketball court. In another longer – yet equally hilarious – TV spot, Carnival President Christine Duffy ‘announces’ O’Neal’s appointment, saying that he’s “perfect for the job” before the scene cuts to Shaq running amok at company headquarters.

“In today’s world, it’s more important than ever to choose fun, especially when everyone is busy with work, family and life in general,” said O’Neal in an official release. “So I’m honoured to be appointed the Chief Fun Officer at Carnival, a company that lives and breathes fun.”