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
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
