BUILDING AWARENESS FOR a movie launch

We invited Shaq to steal Eddie Murphy’s role as the star of Netflix’s new Beverly Hills Cop film, driving hilarity and hype for the release.

Move over, Axel Foley. Shaqxel Foley is here!

BRAND CHALLENGE

Netflix came to Movers+Shakers to create buzz for its new installment of the Beverly Hills Cop franchise. They specifically wanted to play up Eddie Murphy, as he reprises his iconic, genre-defining role: Axel Foley.

CREATIVE SOLUTION

To remind people there is only one Axel Foley and the magic of Eddie Murphy, we did the opposite of what you’d expect: we replaced him (or at least tried to!) with another actor. Not just any actor - we identified someone beloved, with the perfect name for the part, who could make this hilarious.

Enter Shaq — another timeless legend loved by many generations. We crafted an SNL-style sketch of Shaq auditioning for Eddie Murphy’s role, Alex Foley. Thus Shaqxel Foley was born. 

The supersized Shaqxel Foley campaign kicked off with a :60 on the NBA finals and an extended version ran across social (YouTube, Instagram, and TikTok).

The stunt got 8 million views on social and 8 million PR impressions, and a shout out from Eddie on the Kelly Clarkson Show. Not bad for a failed audition.

LEARN MORE