Rudolph Giuliani Becomes Pitchman for LifeLock
(NEW YORK) -- Rudolph Giuliani, the 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 number one 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.
Since leaving office, "America's Mayor" has made money in 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.
Giuliani, by doing LifeLock ads, joins a long list of politicians-turned-pitchman, which includes former Sen. (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-Sen. Bob Dole (Viagra) and the ex-governor team of Mario Cuomo and Ann Richards (Doritos).
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