TNT; THE NEXT TREND;SHAQ OUT ON 101;CHANGING HISTORY FOR MICHAEL

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Contest #476: It has to be the most vainglorious, self-deification of a pop icon in the history of advertising. No, we're not talking about that Michael Jackson promo-movie, but that new Pepsi spot in which soda pop endorser and self-made marketing icon Shaquille O'Neal goes sprinting through decades of pop culture. We know you have Hollywood aspirations, but Shaq, you are no Jackie Gleason. Nor are you Cary Grant. And try as you might, you will undoubtedly fall short of Woody Woodpecker. But it's fun seeing you try. T.N.T.ers: update a sitcom from the "golden age" of TV or a classic Hollywood movie by recasting the lead with Shaquille O'Neal.

And now for the results of Contest #472: We asked you for the next marketing campaign to polish Michael Jackson's image:

First Prize: In an attempt to distance himself from the man-child/"Elephant Man" image of the past, Michael renounces his identity and decides that from now on, he'll be known as "Prince, the artist formally known as Michael Jackson." Richard Hodsdon, director of marketing, HHS, Grand Rapids, Mich.

Second Prize: Michael takes a role on "Melrose Place" as Brad, the rock star who seduces everything in a skirt, beats up all the guys, fixes Heather Locklear's transmission and rides out of town on a Harley, never to be seen again. Jack Huber, copywriter and editor, Kingswood Advertising, Ardmore, Pa.

Third Prize: Jacko goes Jocko! Like another famous "M.J.," Jackson buys his way onto a minor league baseball team. The sequin-gloved wonder opts for a baseball glove in a sport where everyone grabs themselves. Promoters downplay his lack of skill with novelty slogans like "He is Bad," "Every at bat is a Thriller," and "He's had more hits than Pete Rose." Norris Bohn, creative director, Bohn Adventures, Winston-Salem, N.C.

Entries for Contest #476 must be sent by July 10. Send entries to T.N.T. Contest #476, Advertising Age, 6500 Wilshire Blvd., Suite 2300, Los Angeles, Calif. 90048, or fax them to (213) 655-8157. Please include, legibly, your name, title, company, address and daytime phone number on the sheet with your entry. Users of the online Prodigy service can file T.N.T. entries to Ad Age through the Prodigy Bulletin Board. Top three winners win T.N.T. shirts. Entries become property of Ad Age and cannot be returned.

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