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
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
