Comment: Shaq's SAG Problem

Shaquille O'Neal’s performance during the 1999-2000 NBA season undoubtedly cemented his place as one of the greatest basketball players of all-time. However, one of his off the court remarks may land him in the hot seat. Moments after the Lakers’ clinching victory over the Indiana Pacers, O’Neal filmed versions of the now-familiar commercial in which sports heroes say they’re heading to Disneyland. O'Neal’s decision to film commercials for Walt Disney Co. amusement parks isn't playing well with unions striking against the advertising industry.

The Screen Actors Guild is reputedly "deeply disappointed" with the taping of the commercial. SAG member Greg Krizman has stated that "unlike some other athletes who are not media-wise or savvy, Shaquille O'Neal has done movies and music videos. I think he’s at a much higher level of awareness of SAG and what our issues are. So the fact that he’d go ahead and do it is disappointing." O'Neal, the star of such critically acclaimed films as "Blue Chips" and "Kazaam," is a member of the Screen Actors Guild. Members of SAG and the American Federation of Television and Radio Artists are staging what is likely to become the longest strike ever by actors against the advertising industry. At issue is how actors are to be compensated for ads running on network and cable TV. The strike hasn’t shut down production of new commercials, however, and some producers are moving commercial shoots outside of Los Angeles to escape picket lines.

SAG maintains that most athletes are honoring the union’s request not to cross picket lines. Players’ unions that represent pro athletes also have advised members not to cross picket lines. As a consequence of shooting the ad for Disney, O'Neal could be asked to appear before a disciplinary review committee. O’Neal faces union penalties that could range from a fine to losing his membership. However, O’Neal’s recent apology is likely to silence his critics: "I’ve been through two work stoppages in my career, and I know how difficulty they are to union members and families," O'Neal stated. "As a SAG and AFTRA member, I fully support the strike and hope that negotiations can resume in the very near future so both sides can get back to business as quickly as possible."

Andrew Geiger

Note: SAG decided that O'Neal will not face any disciplinary proceedings for participating in the Disney ad, as long as he agrees not to do any more commercials during the strike period.