Research shows the rapper, actor and entrepreneur is extremely relatable to The General’s customer, so forming a connection between the brands was a strategic one. "The timing of this collaboration is perfect," said Elicia Azali, senior vice president of marketing for The General. "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.