Liberty Mutual will be re-running three of the five short films we have created together with NBC:

• Jack’s animated film – The Incredibles on 11/28
• Zac’s action-packed film – Sunday Night Football on 12/20
• Anthony’s sweet, emotional film – It’s a Wonderful Life on 12/24

The content idea for the project was straight-forward:  through a series of short films, five of the network’s prime-time stars - who also have a passion for directing on film – present personal and poignant stories that illustrate what personal responsibility means to them.   Each film is one minute long and is bookended by a :15 filmed introduction with the talent and closes with a :15 call to action to visit nbc.com/responsibility to see more.  For our original media strategy, we were going for contextual relevancy.  Three of the five films ran in shows where the actors also star:

• Milo Ventimiglia’s film aired during “Heroes”
• Jack McBrayer’s film aired during the season premiere of “30 Rock”
• Anthony Anderson’s film ran during “Law & Order”