Taking on Akuma

The General turns the frustration of being dropped or judged by an insurance provider into a literal fight in the latest chapter of its “The Break” platform. Inspired by the upcoming “Street Fighter” live-action release, the campaign stars Joe “Roman Reigns” Anoa’i as the iconic character Akuma.

The story follows a customer named Steve, whose old insurance experience felt like “taking on Akuma in Street Fighter.” His frustration comes to life as a full-blown battle between Steve and Akuma, complete with the exaggerated action of the game. By contrast, The General’s approach is represented by something far simpler: a handshake.

Built on consumer insight around drivers feeling judged as careless or undeserving by other insurers, the campaign positions The General as a provider that welcomes customers rather than making insurance feel like an epic battle. The Street Fighter partnership gives the brand a playful way to reinforce its promise of giving drivers a break when they need it most.

The campaign is the fourth wave of creative under “The Break” and extends The General’s existing connection with WWE, where it is a premier insurance sponsor. The work rolls out across linear TV, streaming, OTT, CTV, OLV, cinema and paid social on Meta, TikTok and Twitch.