'America's Mayor' Gets New Job: TV Pitchman

Rudy Giuliani LifeLock pitchmanBy Alan Farnham

Rudy Giuliani, former crime-busting mayor of New York City, has taken a new job: TV pitchman.

Television ads featuring the 2008 presidential candidate and onetime D.A. have recently begun airing. In them, Giuliani warns viewers of the dangers of identity theft and touts the services of ID-protection company LifeLock.

The ads follow the November announcement by LifeLock CEO Todd Davis that the company had partnered with "America's Mayor" and with Giuliani's firm, Giuliani Partners, in order to promote better public awareness of the threat posed by ID thieves.

Tami Nealy, LifeLock's senior director of corporate communications, says in an email to ABC News that identity theft has been the No. 1 consumer complaint reported to the Federal Trade Commission for the past 12 years. New York's ex-mayor, she explains, "has a strong track record of fighting crime, which is why we are working with him." Giuliani and his team will be providing what Nealy calls "strategic counsel" to LifeLock, so that the company can stay ahead of the "constantly evolving" threat.

A request by ABC News for comment from Giuliani or his firm received no reply. Neither Giuliani nor LifeLock has disclosed the partnership's financial terms.

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Since leaving office, "America's Mayor" has made money a variety of ways. Privately held Giuliani Partners, founded in 2002, reportedly has earned millions by offering consulting services to clients that include corporations and governments. Mexico City, for example, retained the firm in 2003 to help it fight crime better.

LifeLock's use of Giuliani may qualify as the latest change in the company's advertising, but it is hardly the biggest.

In 2010 the Federal Trade Commission fined LifeLock for making what the Commission called "false claims." In a statement pursuant to the $12 million settlement, the FTC's then-chairman wrote, "While LifeLock promised consumers complete protection against all types of identity theft, in truth, the protection it actually provided left enough holes that you could drive a truck through it."

The company's claims were subsequently amended. LifeLock admitted no wrongdoing at the time.

Giuliani, by doing LifeLock ads, joins a long list of politicians-turned-pitchman, which includes former senator (and fellow presidential aspirant) Fred Thompson.

Thompson touts the American Advisors Group, a reverse mortgage company targeting elderly homeowners. AAG's website quotes him as saying, "In this tough economic climate, it's important that America's seniors know all their financial options."

Other ex-pols who have pitched include ex-senator Bob Dole (Viagra) and the ex-governor team of Mario Cuomo and Ann Richards (Doritos).

Former First Lady Eleanor Roosevelt shilled. Her 1959 TV commercial for Good Luck Margarine beggars belief.

Jordan McAuley, author of "Celebrity Leverage" and an expert on the use of different kinds of celebrities as pitchmen, questions the wisdom of using politicians. LifeLock's picking Giuliani he politely calls "an interesting choice."

On the one hand, thinks McAuley, the public "liked Giuliani when he was cleaning up New York," but on the other, many view Giuliani as "divisive"-- an authoritarian who rammed things down people's throats. "Why couldn't they have chosen someone older to go with their demographic?" he asks of LifeLock. "Somebody who everybody likes -- what we in the business call a 'Love Boat' celebrity?"

Rudy Giuliani on Preventing Identity Theft

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Excellent choice. He certainly drove the left nuts when he was the mayor. It's interesting, though, that some of their comments on this post resort to name calling and character assassination as they cannot express themselves civilly.

March 23 2013 at 9:04 AM Report abuse rate up rate down Reply

America's Mayor??? Really? Are you serious? How pathetic. Only in America do we see people like this honored. Again... pathetic.

March 23 2013 at 3:22 AM Report abuse rate up rate down Reply

interesting considering it is not allowed in his home state

March 23 2013 at 1:58 AM Report abuse rate up rate down Reply

The most dangerous place on planet earth is to stand between a tv camera and Rudy911 . I wouldn't trust this dirtbag to walk my dog .

March 22 2013 at 7:56 PM Report abuse +2 rate up rate down Reply
1 reply to jod715's comment

I was just thinking...is it really a surprise that his new job is in front of a camera? Nope.

March 22 2013 at 10:06 PM Report abuse rate up rate down Reply

Good for him, we still can be Capitalists in America, but the LIBERALS certainly don't like that!

March 22 2013 at 5:24 PM Report abuse -1 rate up rate down Reply
1 reply to Kel's comment

Nice to see "America's Mayor" capitalize on being "America's Mayor" and 9/11 which made him "Americas Mayor"...He certainly sucked as New York's Mayor.

March 23 2013 at 1:23 AM Report abuse +2 rate up rate down Reply

Giuliani is America's Mayor????? Please.......maybe of Hannity's America...but NOT the U.S. of America!

The job title "pitchman" suits him best. Giuliani made big bucks off 9/11 tradegy with his "security investigative" company. Cheney and George WMD Bush gave him one of those Halliburton style federal contracts to "mine" the data taken from illegal wire taps of cell phones from the so called "Patriot" Act. How many "lame stream" media journalists were targeted by this? (Cheney channeling Richard Nixon.) Quite a few have come publicly forward when Giuliani's company screwed up a couple of times and left a trail. Many didn't even know they were being easdropped on.

Pitchman and True Republican......yep...THAT's Giuliani's labels.

March 22 2013 at 3:52 PM Report abuse +2 rate up rate down Reply

Negative comments only show the immature and nasty mentality of those posters.

March 22 2013 at 3:39 PM Report abuse -1 rate up rate down Reply

Draft Dodging LOSER Too bad there was not a Campaign fund raiser at the Windows on the World on 9 /11

March 22 2013 at 3:14 PM Report abuse rate up rate down Reply
1 reply to joeinbost's comment

You libs are the most hateful people in this country.

March 23 2013 at 1:06 AM Report abuse -1 rate up rate down Reply
1 reply to aspman07's comment

Hey Assman, You BaggerPubs are too stupid to know hateful. Ask Rush Limbaugh...he'll fill you in.

March 23 2013 at 1:26 AM Report abuse rate up rate down

...Rudy is "Americas mayor".....why ? I am a New Yorker and most of us are scratching our heads on that one ..He didn't save the city from 9/11......Just happen to be mayor at the time, while he was cheating on his wife and planning higher political ambitions....and we know how that panned out !...Jeeeesh !

March 22 2013 at 2:02 PM Report abuse +2 rate up rate down Reply

His face still lights up when he discusses 9/11 like it was the day he became a grandfather. It has always been all about Rudy.

March 22 2013 at 1:20 PM Report abuse +1 rate up rate down Reply
1 reply to mbrahms26's comment

It's like Pavlovs Dog. Say 9/11.... and he hears the sound of the cash register ringing.

March 23 2013 at 1:28 AM Report abuse rate up rate down Reply

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