The General Insurance launches new ad campaign from Highdive

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.

Turns out Montell Jordan knows how to do almost everything, and it turns out, The General is a quality insurance company that’s been saving people money for nearly 60 years!

Turns out that everyone does sound better in the shower, and it turns out, The General is a quality insurance company that’s been saving people money for nearly 60 years!

Turns out Michael Buffer speaks like that all the time, and it turns out, The General is a quality insurance company that’s been saving people money for nearly 60 years!

Turns out it is hard walking a mile in someone else’s shoes, and it turns out, The General is a quality insurance company that’s been saving people money for nearly 60 years!

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


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