The General brings Akuma to insurance advertising

The campaign connects The General's advertising activity with entertainment and fan communities associated with the Street Fighter franchise and WWE.

The General Insurance has partnered with the upcoming Street Fighter film for an advertising campaign featuring WWE Superstar and actor Joe "Roman Reigns" Anoa'i as Akuma, the character he portrays in the film. The campaign positions car insurance as something that should not feel like a battle.

The commercial draws on Akuma's reputation as a formidable fighter to contrast the character's challenges with the everyday frustrations of dealing with an insurance provider. The Street Fighter film is scheduled to arrive in cinemas on October 16.

In the campaign, Joe "Roman Reigns" Anoa'i plays Akuma while highlighting The General's positioning around customer service and affordable insurance rates. The concept uses the character's fighting persona to frame the process of getting insured as an experience that does not need to be difficult.

Chauncey Citchens, Director of Marketing, The General Insurance: "At The General, giving people a break isn't just something we say. It's the lens we use to think about how we can make insurance easier for our customers. Partnering with "Street Fighter" gives us a fun, culturally relevant way to bring that story to life. In a world built around epic battles, we can show drivers that getting the service and rates they deserve shouldn't have to feel like one."

The campaign also connects The General's advertising activity with entertainment and fan communities associated with the Street Fighter franchise and WWE.

Joe Anoa'i connects WWE and Street Fighter

Joe "Roman Reigns" Anoa'i brings together his WWE persona and his role as Akuma in the film as part of the campaign.

Joe "Roman Reigns" Anoa'i: "While WWE fans acknowledge their Tribal Chief, they and "Street Fighter" fans are about to be introduced to a very different side of me as Akuma. That's what made this spot with The General so much fun. We get to bring these different worlds together."

The campaign builds on The General's existing relationship with WWE, where the insurer is the organisation's premier insurance sponsor. The partnership includes advertising, content and fan experiences.

BBDO Chicago develops campaign

The campaign was developed with BBDO Chicago and will run across television, digital and social media platforms, extending The General's entertainment-focused marketing activity across multiple channels.

www.thegeneral.com

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