Developed by Goodby Silverstein & Partners, this “Something to Help You Remember” campaign 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. A boy is delighted when he unwraps a present to reveal that he’s received a Liberty Mutual Insurance policy customized to his family’s needs.
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 humor, epic action sequences and tug-at-the-heartstrings nostalgia. Additional six-second ads will also run in digital channels.
Steve Ayson of MJZ served as director on the campaign.
Credits
Client Liberty Mutual Insurance Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Danny Gonzalez, David Suarez, executive creative directors; Cam Miller, creative director; David Spradlin, art director; Craig Shervin, Josh Hacohen, copywriters; Leila Gage, director of broadcast production; Molly Troy, sr. broadcast producer; Bonnie Wan, head of brand strategy. Production MJZ Steve Ayson, director; Alwin H. Kuchler, DP; Michelle Derrick, production designer; Emma Wilcockson, exec producer; Janet Nowosad, head of production; Ed Callagan, producer. Editorial Rock Paper Scissors Carlos Arias, editor; Ashley Tantillo, assistant editor; Eve Kornblum, managing director; Taylor Colbert, Julianne Watson, producers. VFX/Finishing The Mill Hillary Thomas, exec producer; Bret Aros, associate producer; Mike Cimino, VFX production coordinator; Dan Dixon, shoot supervisor; John Leonti, creative director; Tim Rudgard, 2D led artist; Ed Boldero, 3D lead artist; Ben Smith, Jake Albers, Abigail Riegel, Dylan Streiff, Yukiko Ishiwata, Shauna Prescott, Marisa Chin, 2D artists; Alice Panek, Omar Taher, Micahel Lori, Elizabeth Hammer, Troy Barsness, Ashwani Patel, Ghattamaneni Prakash, Indrajeet Kumar, Matthew Bell, Sameer Dhumal, Vinayak V, 3D artists; Itai Muller, matte painting; Patrick Kipper, motion graphics; Kevin Diaz, Valerie Chernysh, art department. Sound Heard City Keith Reynaud, sound design & mix; Sasha Awn, exec producer.
The 2024 Christmas ad from John Lewis department stores has arrived. This year’s much anticipated TV commercial, continuing the Xmas tradition of John Lewis, is the two-minute “The Gifting Hour" created by Saatchi & Saatchi UK and directed by Francois Rousselet via production house Riff Raff.
In the ad, the heroine, Sally, has left it a little late to find the right gift for her sister this year and races into a John Lewis store at closing time. Falling through a rack of dresses, she enters a fantastical world. We first see her stumbling out of the wardrobe in the attic of her childhood home and from here we are taken on a whimsical journey through her memories as she searches for the ultimate present, against the clock.
Returning to the store and back to reality she has found the perfect gift, ready and wrapped. Sally then heads outside and has a special moment with her sister who will be the gift’s recipient. As they walk away we see her sister reflected in the John Lewis window as the child from her memories.
