The Cavalry's Coming

Icy Hot’s latest spot, The Comeback Cavalry, stars Shaquille O’Neal and marks the brand’s first campaign from The Martin Agency. Set inside a high-stakes “bottle world” where Ice and Heat warriors await their cue, the work brings new meaning—and major energy—to pain relief.

With a new comedic tone and the tagline “You’re So Back,” the campaign brings cultural heat to contrast therapy, trading pro-level drama for rec league glory.