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.
CreditsClient 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.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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