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
The Japanese-based photo-sharing app FamilyAlbum, isn’t yet a household name in the U.S., but it does boast 23 million subscribers. To help break into the U.S., the brand recently teamed up with creative agency Familiar Creatures to launch its first major marketing campaign in the market.
The campaign includes this :30--directed by Jordan Rodericks via SpangTV--which portrays the pressure a new mother faces as family and friends demand photos of her newborn, immediately after birth, reflecting the high expectations for immediate photo-sharing in today’s connected world.
The satirical tone of the video is designed to capture the humor in real-life situations while promoting the user-friendly interface and stress-relief that FamilyAlbum provides along with free, unlimited storage.
The campaign is tailored for busy families who want a straightforward solution to store and share important moments without overwhelming social media feeds or worrying about privacy.
[video width="1920" height="1080" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2025/01/28140708/Family-Album.mp4"][/video] Read More
