It seems every day we’re inundated with commercials that utilize familiar advertising tropes and cliches. And while other spots may try to hide their use of these familiar tools, Liberty Mutual’s “Something to Help You Remember” campaign embraces them head on. In the second iteration of the campaign from Goodby Silverstein & Partners (GS&P NY), more fun is poked at tried-and-true advertising cliches to help you remember Liberty Mutual customizes home insurance.
In the mix of new spots–directed by Tim Godsall of Anonymous Content–is this one entitled “Young People” in which the title characters are at a pool party, having fun with insurance. After all, what’s more inviting than young people having a good time?
“We’ve always really embraced research and strategy. So, when we realized there are scientifically proven ways to get people to engage with and remember your brand, we didn’t want to hide that. Why not be transparent about what we’re selling and how we’re selling it? That level of honesty felt fresh, fun, and most importantly, we know it works,” said David Suarez, co-executive creative director GS&P NY.
Credits
Client Liberty Mutual Agency Goodby Silverstein & Partners New York Danny Gonzalez, David Suarez, executive creative directors; Cam Miller, creative director; Chase Doutre, Daniel O’Connor, Steve Nass, Candace Faircloth, associate creative directors; Sophie Lichtman, Craig Shervin, copywriters; David Spradlin, Nando Sperb, Mila Wizel, art directors; Alexei VanMourik, sr. broadcast producer. Production Anonymous Content Tim Godsall, director; Eric Stern, managing director; SueEllen Clair, VP commercials/exec producer; Kerry Haynie, head of production. Production Services Company Merchant Ian Webb, exec producer; Sara Alfaro, head of production; Shannon Barnes, producer. Editorial Arcade Edit Dave Anderson, editor; Andy Trecki, assistant editor; Kirsten Thon-Webb, sr. producer; Crissy DeSimone, exec producer. Online/VFX JAMM Mike Wigart, shoot supervisor & producer; Tim Robbins, lead Flame; Patrick Munoz, Rachel Moorer, Marcus Wood, Flame artists; Derry Frost, digital matte painter; Jon Lazar, VFX coordinator; Asher Edwards, exec producer. Sound Design/Mix Sonic Union Steve Rosen, sound designer/mix engineer; Justine Cortale, studio director
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
