Shaquille O’Neal is a four-time NBA Champion and three-time NBA Finals MVP. So who better to pair with Kyrie Irving’s Uncle Drew character? The retired NBA pro is a brand ambassador for The General auto insurance company, which Shaq is bringing into the Uncle Drew movie that Lionsgate is producing with Pepsi—which created the Uncle Drew branded entertainment phenom with Irving—as a partner.
The General has released a new campaign to help promote the Uncle Drew movie, which will be released on June 29th. O’Neal is also one of the stars of the film based on the Pepsi-backed branded entertainment series, which. Two television commercials feature film footage from the Uncle Drew movie, as well as custom content of Shaquille O’Neal in character as ‘Big Fella’ interacting with The General cartoon character.
“We are thrilled to bring a sneak peak of our upcoming film Uncle Drew to life with The General,” said Lionsgate SVP of Global Partnerships and Promotions Paula Kupfer. “Through such a creative campaign, this partnership highlights what a fun ride the film and its characters, led by Kyrie Irving and Shaquille O’Neal, truly are.”
“Shaquille has been the star of our TV and Radio ads for two years, and having recently extended our partnership with him for another three years, we are excited about bringing the collaboration to the next level,” said Amy DiMaio, senior manager of advertising at The General. “Connecting our brand with a major motion picture from Lionsgate and with Shaq is the perfect way for us to explore marketing in this space and we really look forward to this collaboration.”
“Throughout the 50+ years we have been in business we have become a trusted brand and household name, thanks to our dedication to making life easier for everyone we interact with, especially our customers,” added John Hollar, COO and president of The General, which is part of the American Family Insurance group of companies. “A partnership like the one with Lionsgate’s Uncle Drew allows us to expand our reach to people that may not be as familiar with The General and how we can help them.”
Below, a look back at the Uncle Drew series launch (with Pepsi Max in 2012) and HBO’s recent look at O’Neal’s many brand endorsements: