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.
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
