financial services

The General Launches Brand Refresh Featuring Shaq

The General announced a brand refresh and campaign that marks a shift in the brand’s persona. 

The 58-year-old insurance company aims to reach new audiences with the humorous campaign, featuring brand ambassador Shaquille O’Neal.

The company did “extensive consumer research” to inform the brand refresh, says The General chief revenue officer, Elicia Azali. 

Creative aims to paint an honest picture of how consumers see the brand, acknowledging shortcomings and tackling misperceptions head-on to rebuild trust and credibility, per the company. 

The NBA Hall-of-Fame center signed on as the insurance company’s brand ambassador in 2016. Creative also features actor/comedian Craig Robinson and Shaq’s co-hosts from "Inside the NBA," Kenny Smith and Ernie Johnson, Jr.



This is the first work from Chicago-based Highdive, which was appointed AOR in November. The General most recently worked with creative agency Art Machine.

The General has always been a quality insurance provider, but its past advertising has not always demonstrated this, per Highdive. This evolution in marketing in general — and the brand refresh in particular — are meant to reflect the quality company The General has always been, per the agency.

“As our first assignment with The General, we felt a great sense of duty to get this right and bring new, quality creative that more accurately depicted the kind of quality company they are,” said Mark Gross, Highdive co-founder and co-chief creative officer, in a release.

The ad campaign is launching 10 spots that will roll out on TV, digital and social media platforms beginning in early February. 

The General is a subsidiary of PGC Holdings Corp., which is wholly owned by American Family Mutual Insurance Company. 

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