Shaq Enlists Snoop Dogg For The General To Ensure National Exposure, Marketing
Wednesday, January 29, 2020 at 12:59PM By Barry Janoff
January 29, 2020: The General Automobile Insurance Services, known for its cartoon character military mini-figure and its larger-than-life spokesperson Shaquille O’Neal, has added the rapper, actor and entrepreneur Snoop Dogg to its marketing mix.
The new campaign, which includes TV, digital and social media, sees Snoop Dogg driving a low rider sedan, “a playful analogy to the auto insurer’s low rates.”
The launch spot with Snoop Dogg shows him riding with The General, with a voiceover offering, “Discover how low you can go with a quote from The General insurance. Even for those with less than perfect credit.”
According to the company, it was the NBA Hall of Famer O’Neal who connected Snoop Dogg (real name Calvin Cordozar Broadus Jr.) with The General.
“While on set of a recent shoot with The General, Shaq shared a video in which Snoop sings the brand’s catchy jingle. Ten seconds later, Elicia Azali, (svp-marketing for The General) was face-to-face with Snoop via video chat on Shaq’s phone.”
“Snoop was very warm and expressed interest in the brand,” Azali said via the insurance firm. “He said ‘I really want to work with you; I want to do something with The General.’”
In a similar vein, O’Neal has said he signed on with the insurance company because he used them when he first started to drive.
The General did not indicate whether Shaq and Snoop Dogg would appear together in an upcoming spot.
However, “The timing of this collaboration is perfect,” said Azali.
The company said that research showed Snoop Dogg is “extremely relatable to The General’s customer, so forming a connection between the brands was a strategic one.”
“We know a lot of our customers are shopping for car insurance this time of year, and we are excited to be making our brand even more relevant for our audience in the same lighthearted manner that we are known for today..
“The new ads reflect that and will be seen nationwide.
The General, a division of Nashville-based American Family Mutual Insurance Co., also made a donation to the Snoop Youth Football League, a non-profit youth organization founded to provide the opportunity for inner-city children to participate in youth football and cheer.
“I love The General’s brand and what they stand for. They welcome all customers, no matter their history; that’s something I can stand behind,” Snoop Dogg said via The General.
In the spot, Snoop Dogg, driving in the low-rider, says to The General, “Yo, G. You drop the rates, I drop the beats.”
He then breaks into a rap version of The General’s jingle: "For great low rates you can get online, go to The General and save some time.”
Snoop Dogg also appears in a current spot for Dunkin’ for their Beyond Sausage Sandwich.
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