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Wizards, Heroes and Nostalgia: Liberty Mutual Tickles Us with Bizarre TVC

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The iconic New York city boardwalk gets a new look in one of four new spots created by Goodby Silverstein & Partners

Wizards, Heroes and Nostalgia: Liberty Mutual Tickles Us with Bizarre TVC
Liberty Mutual has shared the latest instalment of its long-running 'Truth Tellers' campaign. Instantly recognisable for its Statue of Liberty boardwalk, the campaign has always featured an array of characters and a consistent message about customising and saving. But while the message has always remained the same, the campaign has evolved over the years in its style of humour, and this new round of commercials takes the hilarity to a new level.

For the first time in the history of the campaign, the iconic New York city boardwalk gets a new look in one of the four new TV spots created by Goodby Silverstein & Partners (GS&P).

'Video Game' plays out as an old animated 8-bit-style arcade game featuring a hero, a wizard and lots of nostalgia.

In 'Double Dutch', three children jump rope on the boardwalk as they count up to the amount of money one can save with Liberty Mutual - which can take a while.

'Fliers' features a salesman in a cell phone costume that turns out to be a working phone until it gets wet.

'Unique Business' features a boardwalk vendor who sells some - let’s say - unconventional items.

“We know how lucky we are to work with a brand team who wants to push the humour and memorability with each round just as much as we do,” said Josh Hacohen, associate creative director at GS&P. “It makes the process a joy, and I think it shows in the work.”

The new commercials, which have already begun airing, certainly set the hilarity bar for the round that will come next. Humour has worked well for the brand.

The latest work follows GS&P’s last round of 'Truth Tellers', where TV spot 'Bad Job' became Liberty Mutual’s most successful ad ever, scoring at least six percentage points higher in Liberty’s internal ad effectiveness metrics than any other Liberty ad ever. In fact, since the launch of the 'Truth Tellers' work with GS&P in December 2018, the campaign’s average brand memorability (as measured by PMI Brand Effects, formerly Nielsen Brand Effects) has grown 10% over pre-Dec 2018 levels.

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Client: Liberty Mutual

Chief Marketing Officer: Jenna Lebel

Director of Marketing Communications: Lisa Paige

Program Manager, Broad Reach Marketing: Abby Muti


Ad Agency: Goodby Silverstein & Partners

Co-Chairmen: Jeff Goodby & Rich Silverstein

Chief Creative Officer: Margaret Johnson

Executive Creative Director: Danny Gonzalez and David Suarez

Associate Creative Director: Josh Hacohen and Brett Beaty

Copywriter: Steve Nass and James Gross

Art Director: Gianna D’Amico

Director of Broadcast Production: Leila Gage

Senior Broadcast Producer: Topher Cochrane

Assistant Broadcast Producer: Nick Goldsmith

Account Services

Managing Partner: Brian McPherson

Group Account Director: Chris Ferko

Account Director: Cassi Norman

Account Manager: Carmen Guan

Assistant Account Manager: Brittany Ryley

Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Group Communication Strategy Director: Dong Kim

Group Brand Strategy Director: Katie Coane

Brand Strategist Director: Harper Bokum-Fauth

Brand Strategist: Shaza Elsheshtawy

Business Affairs

Director of Business Affairs: Judy Ybarra

SR. Business Affairs Manager: Anna Diokno

Production Company

Company Name: Biscuit Filmworks

Director: Aaron Stoller

Director of Photography: Toby Irwin

Production Designer: Alexis Ross

Partner Managing Director: Shawn Lacey

Executive Producer: Holly Vega

Head of Production: Sean Moody

Producer: Mala Vasan

Editorial Company

Company name: Arcade

Editor: Dave Anderson

Assistant Editor: Paulo Miramontes

Senior Producer: Alexa Atkin


Company name: The Mill

Director of Production: Anastasia Von Rahl

Senior VFX Producer: Kat Maidment

VFX Production Coordinator:

Shoot Supervisor: John Shirley

Creative Director: John Shirley

2D Lead Artist: Roxy Zuckerman

Sound Design

Sound Design: Lime Sound Design

Sound Designer: LSD

Audio Engineer: Matt Miller

Executive Producer: Susie Boyajan

Categories: Insurance, Finance

Goodby Silverstein & Partners, Tue, 27 Oct 2020 12:17:42 GMT