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.