Montell Jordan and The General Show Shaq How to Do It All

If you were breathing air in the 90’s, then you’ve probably heard Montell Jordan and his hit “This is How We Do It”. The General Insurance, who we’ve covered on Speaking Human in the past, released a campaign that taps into Jordan’s nostalgic beat by pairing Shaquille O’Neal with the iconic singer. 

Poor Shaq couldn’t keep up with Jordan, who is apparently a phenomenal baker, carpenter and car washer. At every step he would show off his impressive work and tell Shaq “This is how we do it” It’s hard to not perk up at the familiar sound. A simple lyric from one song can unite millions in a moment of recognition. This tactic is great at grabbing the viewers’ attention for industries like insurance that may not have instant marketability. The best part is—now I know who to call the next time I need a birthday cake.



  • Oh, Hell No!Not ReallyMehIt's good!Best EVER!
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  • SOURCE: Adweek
  • BRAND: The General

AUTHOR: Zach Dunphy
ORIGIN: University Program - Speaking Human Contributor

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