As predicted: Liberty Mutual’s Finally Letting Loose

Steve’s breakdown: Just a couple of weeks ago we said: It’s like the agency wants to have fun like everyone else in the category but Liberty Mutual is only giving them a little wiggle room. How long will this dance go on?

Well, it seems not very long. We had thought there might be a possible pitch over there but the agency fixed it before it got out of hand.

There’s a lesson in there folks!!

BOSTON, MA: Liberty Mutual, known for its “Truth Tellers” ads that prominently feature the Statue of Liberty in the background, has launched a new brand positioning with new mascots: LiMu Emu (an actual emu) and Doug.

Created by Goodby Silverstein & Partners, Liberty Mutual’s agency of record for the past 18 months, the ads follow the unlikely partners, portrayed as a classic, wacky buddy cop duo, as they inform unsuspecting consumers that it’s a crime to pay for things you don’t need. The focus of each ad is on promoting Liberty Mutual’s customized auto policies that meet different needs for different people.

“When you don’t have a spokesperson, it’s 29 seconds of stock photos and 1 second of brand positioning. This will help us break through.”
Emily Fink, U.S. CMO of global retail markets, Liberty Mutual

“Our intention is to build these characters and develop them as spokespeople,” said Emily Fink, Liberty Mutual’s U.S. CMO of global retail markets. “Insurance is a very cluttered, competitive category. When you don’t have a spokesperson, it’s 29 seconds of stock photos and 1 second of brand positioning. This will help us break through.”

Fink adds that LiMu Emu and Doug will be further brought to life socially and digitally, adding an emu and no-nonsense cop to a lengthy roster of insurance icons like Geico’s gecko, Progressive’s Flo and Allstate’s Mayhem.

In the first ad, LiMu Emu and Doug spend the day explaining that no two people are alike, so their car insurance shouldn’t be mass-produced. It leaves LiMu Emu confused when he sees another bird that looks like him, or just his reflection in a window.

The second ad takes place at the office, while a third features a (seemingly unnecessary) confrontation at a car dealership.

The new commercials were directed by Craig Gillespie, who was also behind Lars and the Real Girl and I, Tonya.

As for Liberty Mutual’s five-year-old campaign with the Statue of Liberty backdrop, don’t expect those to go away any time soon. Fink noted that the Truth Tellers positioning “still has legs” and will continue to run. Additional ads featuring LiMu Emu and Doug will debut this summer.


Here’s our prediction:

We question the wisdom of the evolution of this campaign

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