BUM'S RUSH; MAGIC ACT

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Contest #415: Bald and round, pulpy and acidic, leaving behind a cloying aftertaste that haunts you for days. Yes, when we think of orange juice, we, too, think of Rush Limbaugh, the popular right-wing radio yapper and TV spokesman for the Florida Citrus Commission. But some find the Rush-OJ spots unpalatable, especially the National Organization for Women, who are urging consumers to "Flush Rush." Before it goes down the drain, T.N.T.ers, let's get busy and: come up with the next marketer to use Rush Limbaugh in TV spots.

Magic act

And now for the results of Contest #411: we asked you for the next part-time job for basketball superstar Shaquille O'Neal and you suggested:

First Prize: Shaquille buys out Merv Griffin's hotel/gambling casino in Atlantic City and opens "The Love Shaq." Rap along with the "Shaqaroake" machines and play blackjack and craps in the "Michael Jordan Casino Room." Tuesday is "Wilt Chamberlain Ladies Night," while Saturday is "Madonna Night," when NBA players who've "had dinner" with the singer get in for free. David Gorczynski, associate manager, France Telecom, New York.

Second Prize: "Shaq Daddy" hits the airwaves ... as a new sitcom on NBC. Shaq plays "Shaq," a streetwise young man devoted to helping teens pursue their natural talents. Shaq shares his knowledge of basketball, rapping and acting with these youths, especially a scrappy, smart-ass kid played by Gary Coleman. Kris Arnold, account exec, ProServ, Arlington, Va.

Third Prize: Shaq does BIG business as a door-to-door vacuum cleaner salesman, peddling the new "Shaq-Vac." This vacuum is especially good at picking up large objects like shattered backboards, NBA records, contract bonuses and product endorsements. Slogan: "Your Grandmama never cleaned house quite like this." Brian Aalto, copywriter, Filene's Basement, Wellesley, Mass.

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