The General Insurance launched its new ad campaign after announcing a brand refresh back in February of this year.
They addressed brand perception barriers by tackling the issue head on, acknowledging that misperceptions were driven largely by how consumers viewed previous ads.
This time around, The General is continuing to evolve the brand with the launch of a new ad campaign that draws on universal sayings, pop culture references and even a bit of nostalgia – things we think we know like the back of our hand – but shows them in a new light, inviting us to take a second look.
“Since The General launched the brand refresh in February, our driving force has been to effectively communicate that we are a quality company worthy of consumers’ trust,” said The General VP of Marketing, Kale Sligh. “This ad campaign continues to demonstrate what we’ve known all along: The General really is a quality insurance company that has been saving people money for nearly 60 years.”
In its new campaign, The General proves that – as it turns out – you really do sound better singing in the shower and it really is hard to walk a mile in someone else’s shoes. Just like it turns out that The General really is a quality insurance company that has been saving people money for nearly 60 years.
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The new campaign features some familiar faces with The General’s longtime brand ambassador and loyal customer Shaquille O’Neal, along with his co-hosts from Inside the NBA, Kenny Smith and Ernie Johnson, Jr.
Audiences will also recognize a few more celebrities making cameo appearances throughout the campaign with singer and songwriter Montell Jordan showing everyone “this how you do it” and legendary boxing announcer Michael Buffer getting a dinner party ready to rumble.
This is the second ad campaign working in partnership with The General’s Creative Agency of Record, Highdive. The editing team was Cutters Chicago, VFX from Flavor and audio by Another Country.
“For our second assignment with The General, we continue the momentum from the campaign launch. We evolved the creative concept to get audiences to recognize that The General is a quality insurance company, inviting them to take a second look to see the brand in a whole new light.” – Highdive’s Co-Founder and Chief Creative Officer, Mark Gross
The General and Highdive also teamed up with Station Film – a bicoastal and international film and commercial production company – for the new ad campaign.
“As a director, it’s very exciting to have clients like The General team who are excited to continue to push their brand to new places and do great work,” said Station Film Director Seyi Peter-Thomas. “It was great to work with a cast of savvy performers and the chemistry between the talent is evident in this new campaign.”
Full Credit List:
Campaign: The General, Turns Out 2.0
Client: The General
CEO, The General: Tony DeSantis
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
“How To”
Writer: Chip Kelly
“Shower”
Writers: Pat Burke and Adam Kanser
Art Director: Chuck Tso
“Let’s Get Ready” (Michael Buffer)
Writer: Jeb Quaid
“Shoes”
Writer: Jeb Quaid
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
Director of Business Affairs: Kelley Beaman
Production Manager: Annie Paganini
Production Company: Station Film
Director: Seyi Peter-Thomas
Founding Partner/Exec Producer: Caroline Gibney
Founding Partner: Stephen Orent
Line Producer: Julie Lee
DP: Bryan Newman
Editorial: Cutters Chicago
Executive Producer, Cutters: Heather Richardson
Producer: Savannah Cannistraro
Grant Gustafson, Editor: “Shower” and “How To”
Tim LoDolce, Editor: “Let’s Get Ready”
Magdalena Hernandez, Editor: “Shoes”
Assistant Editor: Jackie Cohen
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
