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

Shaquille O'Neal is joined by Kenny Smith and Ernie Johnson Jr. in the new ads. The General

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.

@kobrie kyle.obrien@contractor.adweek.com Kyle O’Brien is a freelance writer for Adweek and editor of AgencySpy.