By Raimundo Ortiz, EnStarz | Mar 22, 2013 12:27 PM EDT
Former Mayor of New York City Rudy Giuliani is the new pitchman for LifeLock, according to ABC News.
Giuliani famously reduced crime during his term from 1994 to 2001 and in the new infomercials, he is seen asking, "Looking forward to your tax refund? So are identity thieves."
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LifeLock is an identity theft protection company that was founded in 2005 by Robert J. Maynard. Some of LifeLock's services include identity threat detection and alerts, lost or stolen wallet protection, and surveillance of black markets used to buy and sell the personal information of unsuspecting victims.
LifeLock also has a $1 million guarantee: "If you become a victim of identity theft while you are a LifeLock member we will spend up to $1 million to hire experts, lawyers, investigators, consultants and whoever else it takes to help your recovery. Benefits under the Service Guarantee are being provided under a zero deductible identity theft insurance policy."
LifeLock's Senior Director of Corporate Communications, Tami Nealy, told the news station via email Thursday that Giuliani "has a strong track record of fighting crime, which is why we are working with him." He is being used in a "strategic counsel" role to help LifeLock stay current in fighting the "constantly evolving" threat of identity theft.
Jordan McAuley, author of Celebrity Leverage, had mixed feelings about LifeLock's new choice of representation. He said while Giuliani was popular when he was cleaning up New York's crime-ridden streets, he also became divisive for aggressively pushing his policies.
"Why couldn't they have chosen someone older to go with their demographic? Somebody who everybody likes--what we in the business call a 'Love Boat' celebrity?" McAuley asked.
In 2010, LifeLock was hit with a $12 million fine by the Federal Trade Commission for failing to deliver on the quality of security they advertised as well as refusing refunds to customers, according to New York Post.
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