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Longtime spokesman for Sanofi's ($SNY) IcyHot and former NBA superstar Shaquille O'Neal is back to promote the latest addition to the brand's family, IcyHot SmartRelief. In a new ad, the three-time finals MVP shows consumers how the tiny device from the French drugmaker's Chattem OTC unit can help block back pain. "Put it where it hurts," he instructs, noting, "I like it extra tingly," before breaking into a song-and-dance version of James Brown's "I Got You (I Feel Good)." Release | Video