"Ever since he started doing those spots, he and Charles have been going back and forth on the show," Richards said in an interview. "Last week they were going back and forth and Shaq even said lets have the cameras go out to the parking lot and I'll show you. I've got my car outside. They never went out."
Richards said the ads have performed well.
"He's such a likeable guy. From an advertising standpoint, his spots have copy tested better than anything else we've done," he said. "We're really enthused by the response to him, the vehicle and to the two of them together."