Big Deal: Insurer Signs NBA Star Shaq as Brand Spokesman

May 20, 2016

Tennessee-based nonstandard auto insurance provider The General has signed its first real-life brand ambassador and he’s a big one: NBA Hall-of-Famer Shaquille O’Neal.

In his brand ambassador role, the 7-foot, 1-inch O’Neal will represent the company in television commercials and across digital media channels, and will share the stage with the 4-foot, 9-inch General mascot and his signature red convertible. The campaign will launch this summer.

“Shaq’s authentic, friendly and welcoming nature aligns with our company and resonates with the customers we serve,” said John Hollar, chief operating officer and president of The General. “While Shaq and The General have some obvious physical differences, their personalities make for a dynamic duo to represent our company.”

The General, an agency owned by the American Family Insurance group of companies, is active in 44 states and expects to be national by 2017. The General primarily sells its products online and through call centers, independent agents, partners and American Family Insurance agents.

O’Neal said personal experience with The General motivated him to become its first official spokesperson.

“I was a customer of The General in my college days at LSU,” said O’Neal. “Like most kids starting out on their own, I didn’t know much about insurance but The General helped me out, and I’m still a customer today.”

Was this article valuable?

Here are more articles you may enjoy.