The General Insurance is on a journey to tackle and acknowledge the misperceptions that were driven largely by how consumers viewed its previous advertising by launching its new Turns Out 3.0 campaign across a multitude of platforms. This is the third installment of campaigns under its Brand Refresh umbrella.
Turns Out 3.0 invites everyone to laugh along with the iconic brand star Shaquille O’Neal and his mother, Lucille O’Neal, and tugs on emotional heartstrings. It uses humor as a way to connect with the audience and remind customers that — as it turns out — The General is a quality insurance company that has you covered.
“What I love about The General is it’s not only a quality insurance company that you can trust, but it’s a company that has also helped me along the way. This campaign was fun to be a part of, especially since I got to do it alongside my mom. She’s a natural and it’s always special to work together,” said Shaquille O’Neal.
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The new campaign features two entertaining spots, one titled Game Show where iconic brand star Shaquille O’Neal and his mother, Lucille O’Neal, tug on emotional heartstrings during a classic game night, using humor to connect with audiences because, as we all very well know, it turns out mom’s are always right.
GAME SHOW
The campaign also features a spot titled Wish that has multiple versions for different platforms that include a range of takes and jokes, showing Shaq as a big brother, proving that it turns out some wishes do come true. The spots are lighthearted and call upon nostalgia that may take you back to childhood with your siblings.
WISH
The Wish campaign also features Hispanic actors and is offered in Spanish.
The campaign, created by Highdive Advertising, began rolling out on April 25 on TV, digital and social media platforms. The spots were edited by Cutters Chicago, VFX by Flavor, and audio by Another Country.
“Since the inception of the official brand refresh back in February of 2021, it has been a priority to effectively communicate to audiences that we are a quality insurance company dedicated to providing customers with great value for their money,” said Kale Sligh, The General VP of Marketing. “The third installment of the refresh aims to continue to reinforce our brand truth – that, The General is a quality insurance company that has been saving people money for nearly 60 years.”
CREDITS:
Client: The General
President, The General: Tiku Raval
Enterprise Chief Marketing Officer, American Family Insurance: Elicia Azali
VP, Marketing: Kale Sligh
Director, Advertising: Amy DiMaio
Director, User Experience & Brand Strategy: Mary Rolandelli
Director, Marketing, Strategy & Campaigns: Chauncey Citchens
Brand Strategist: Taylor Martin
Research Strategist: Savannah Young
Agency: Highdive
Co-Founder/CCO: Mark Gross
Co-Founder/CCO: Chad Broude
Group Creative Director: Pat Burke
Creative Director: Chip Kelly
Creative Director: David McCradden
Creative Director: Eduardo Vea
Creative Resource Director: Kevin Brown
“Wish”
Copywriter: Tim Flemke
Art Director: Erin Nedelman
“Game Show”
Creative Director, Writer: Chip Kelly
Creative Director, Art Director: David McCradden
Managing Partner, Account and Strategy Lead: Louis Slotkin
Managing Partner, Operations, Account and Strategy: Megan Lally
Group Account Director: C.J. Nielsen
Account Director: Sarah Wickman
Senior Account Executive: Kristen Schneider
Lead Planner: Sean Girardin
Head of Production: Jen Passaniti
Executive Producer: Will St. Clair
Producer: Johannah Scarlet
Director of Business Affairs: Kelley Beaman
Production Manager: Annie Paganini
Production Company: Tool of North America
Director: Erich Joiner
President Dustin Callif
Managing Director Nancy Hacohen
Sr Executive Producer Laura Macauley
Line Producer Mary Church
Editorial: Cutters Chicago
Executive Producer: Heather Richardson
Producer: Natalie Stone
John Dingfield, Editor: “Wish”
Tim LoDolce, Editor: “Game Show”
Assistant Editor: Jack Taylor
VFX: Flavor
Executive Producer: Neal Cohen
Senior Producer: Bruce Rindler
Color, VFX and Finish: Alison Bloom
Audio: Another Country
Executive Producer, Audio: Tim Konn
Producer: Louise Rider
Sound Design & Mix: Peter Erazmus
Audio Assistant: Cathryn Stark
