Liberty Mutual Simplistically Markets Its Own Product with Amusingly Truthful Campaign

Liberty Mutual is going absurdly transparent in its new campaign, 'Something to Help You Remember'. The campaign goes to great lengths to utilise the most obvious advertising cliches to help viewers remember its main message: Liberty Mutual customises home insurance so you only pay for what you need.

Developed by Goodby Silverstein & Partners (GS&P), 'Something to Help You Remember' kicks off with a series of 30-second commercials, each opening with a spokesperson informing viewers that Liberty Mutual is going to use a tried-and-true advertising tactic to make its message memorable.

The inaugural spot, 'Nostalgia', leans in to the holiday spirit by showing a family on Christmas morning and their delight over opening up Liberty Mutual Insurance, perfectly customised to them. The spot is shot on a DVCAM to give a true holiday-home-video-shot-by-camcorder effect.

Throughout the campaign, viewers are treated to decidedly over-the-top versions of familiar ad tropes, such as slapstick humour, epic action sequences and tug-at-the-heartstrings nostalgia. Additional six-second ads will also run in digital channels.

“We are thrilled to introduce our newest advertising campaign to complement our two other successful brand campaigns, ‘LiMu Emu & Doug’ and ‘Truth Tellers.’" said Liberty Mutual CMO, Jenna Lebel. "The ‘Something to Help You Remember’ campaign leverages well-known marketing tropes to garner attention of our home-insurance offering in a fun and memorable way. And what better way to launch this campaign than with a contextual holiday-themed spot just in time for the holiday season.”

“People are really familiar with the ad tropes the industry uses to make campaigns memorable. So we wanted to find some humour in being extremely transparent about that by telling them what we’re about to show them and then making it even more over-the-top than they were expecting,” added GS&P creative director Cam Miller.

Steve Ayson, the New Zealand–born director best known for his irreverent, offbeat comedy work on TV commercials for Old Spice, Nike and Dollar Shave Club, directed the campaign.

The 30-second TV spots will run nationally concurrently with the brand’s 'Truth Tellers' and 'LiMu Emu & Doug' campaigns for the company’s auto-insurance product. The ads will run on a variety of national network and cable properties.

Liberty Mutual’s in-house creative agency Copper Giants will be developing the assets to amplify the campaign across social, digital and other channels.