News | SEYI PETER-THOMAS | ADWEEK

The General pairs Montell Jordan and Michael Buffer with Shaq in latest campaign from director Seyi Peter-Thomas.

Between Flo, the gecko, Limu Emu, a duck and the “no mascot mascots”, the insurance industry has plenty of characters trying to coax consumers into their plans. Longtime insurance provider The General keeps stepping up its game and now sits alongside those other big players in the industry.

The General’s latest campaign goes well beyond its former cheesy late night TV ads, pushing the nostalgia button by bringing in an R&B star and a famous boxing announcer to join its giant spokesman and cartoon mascot. Working with agency Highdive for a second big campaign, along with production company Station Film and director Seyi Peter-Thomas, The General enlisted spokesman Shaquille O’Neal and upped his game with four new spots, all playing on his good nature and humor to bring attention to The General’s app and insurance savings.

“This is definitely a continued optimization of our initial message around being a quality brand and saving people money for nearly 60 years,” Kale Sligh, the VP of Marketing at The General, told Adweek. Sligh said the brand is leaning into audio cues in the new campaign following the success of its previous advertising that featured a jingle everyone knows.

Read the full article on Adweek HERE

See more of Seyi’s work HERE

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