It’s not every day you get a chance to build a brand message around a core human value like personal responsibility. But if ever there was a company that could do it, and do it authentically, it’s Liberty Mutual.
If you saw the season finale of the hit NBC game show, Deal Or No Deal, last night, you might have caught the opening salvo in our new campaign for Liberty. The 60-second spot is kind of a pay-it-forward concept that demonstrates the infectious nature of doing the right thing and introduces the company’s new theme line, “Responsibility. What’s Your Policy?”
From the beginning, we’ve loved the concept of responsibility. As we discovered in research, this is one very hot subject in America. It’s such an emotional thing for people. The’ve got some very strong opinions about it. What it is and what it isn’t. As a brand strategy, the timing couldn’t be better for Liberty Mutual to embrace responsibility as its brand mantra.
The 60-second spot will be followed up with a series of four 30-second commercials as well as a print campaign that broke this morning in the New York Times and USA Today. The print will also be running in The Wall Street Journal, Forbes, Sports Illustrated and The Economist. Here’s the ad that ran in the NYT today:
Here’s the one that ran in USA Today:
>The Hill Holliday Interactive people have been a pretty busy bunch, too. Homepage roadblocks on CNNMoney.com and Weather.com ask visitors to answer survey questions like “Is a compact car driver more responsible than an SUV driver?” Users can click “yes” or “no” and see the survey results. A lot more interactive components are planned and we’ll be rolling those out soon.
Non-traditional stuff figures heavily into the campaign, too, with some really exciting ideas being discussed. Nothing we can talk about yet, of course. But if all goes as planned, let’s just say pretty soon you won’t be able to hear the word responsibility and not think of Liberty Mutual. That’s the mission anyway. So stay tuned for further developments.
[...] What’s Your Policy?” I couldn’t post the commercial here but visit the blog of the marketing company who designed it. Watch It! Watch It! Watch It! It will be worth your sixty seconds. And check out the comments in [...]
The name of the song by HEM is called “The part where you let go”. Everyone keeps saying it’s “half acre”. Is there another commercial I’m missing? Incredibly moving and inspiring commercial. I wish more people would go out of their way like that. This world would truly be a much better place to raise our children.
The Liberty Mutal ad “Responsability” is so (subtley) profound . . what a thought to think about others in this maddening world? Every time it comes on TV, I stop everything just to watch and listen . . such subtle moments to reflect on (great song and vocalist). To think that one person could take a caring action and by example could multiply kindness and personal responsibility! I love the people in the commercial and real life scenarios. I was so impressed with the message that I made it a point to know who the advertiser was. I will definitely consider changing insurance if I knew they continue to reinforce this message and the impact it already has made. I’m sure there are others like myself but didn’t have time to write a message.
I also am interested in using this commercial as part of a keynote for a middle school conference. Is there anyway I could download it or have the file sent to me?
I am interested in getting the videos of all four commercials, expecially snowball and pay it forward. How would i go about getting them?
Wonderful, inspiring commercials. May I ask whose voice narrates them. She’s terrific and sounds VERY familiar, but I can’t place her.
Thanks very much
May I ask the name of the woman who narrates these commercials. She sounds VERY familiar, but I can’t place her.
Thanks!
Ernie: I am working with The National Kidney Registry and, as with the recent 8 person, four kidney “chain transplant”, I see synergy and potential concept re-use. Obviously, as a new kid on the block The Registry may wish Liberty Mutual to “join in” beyond any issues of “rights” of concept.
Can you put me in touch with an appropriate LM executive in your Marketing group who is affiliated with this beautiful set of spots/concept, please?
Offlne to email is appropriate and appreciated.
The new commercial is not the song “Half Acre” The lyrics are “Their are better days to meet us where we stand. They are gathering in clouds and spreading out over us…” The singer sounds like Judy Collins not HEM.
The song featured in Liberty Mutual’s “Responsibility” commercial is indeed “Half Acre” by HEM from the “Rabbit Songs” Album…Yes a great and emotionally resonate ad. Great song. Kudoos to Ad Agency.
Hi! I teach high school and we are studying character, responsibility, good citizenship, ethics, etc. I noticed that the “pay it forward” commercials are no longer on the Liberty Mutual website. I’d love a link so that I can show these and discuss them in class. Thank you so much for your help and for such a lovely message! Carmen