How The General Is Evolving Its Branding to Grab a New Audience

The insurance company puts the elephant in the room in campaign featuring Shaq

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If you’ve watched any late-night television over the past decade, you’ve no doubt seen the cheesy ads from insurance provider The General. Peppered by overacting, low production quality and mediocre graphics, and appealing to the difficult-to-insure with a boisterous animated general, the omnipresent ads were hard to miss but easy to ignore.

The General tackles its fuzzy optics issue head-on in a new campaign at the center of a brand refresh by agency Highdive. It features The General’s long-standing spokesperson Shaquille



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