The General had a perception problem.
The insurance was real. The value was real. But years of low-budget advertising had convinced a lot of people that the company itself might be a little questionable.
Our job was not to throw away everything people recognized. It was to prove the brand could grow up without losing its weird little soul.
We kept The General. We kept Shaq. Then we elevated the writing, casting, filmmaking and overall craft around them. The result was a new campaign that openly acknowledged how people judged the old commercials while making a much stronger case for the company behind them.
Still funny. Still approachable. Just sharper, more confident and considerably less ashy.
Quality insurance deserved quality advertising.
So we finally gave it some.
TV
Digital X Social