Liberty Mutual Effort Stars 'Everyday Americans'

Liberty Mutual Insurance is inviting consumers to “See Car Insurance in a Whole New Light."

The company is kicking off a campaign that includes 30- and 60-second TV spots featuring “everyday Americans” talking about their “everyday insurance problems.”

The spots feature people from different backgrounds and generations who share similar frustrations based on past experiences with their car insurance. Against the iconic backdrop of the Statue of Liberty, the actors speak directly to the viewers about problems ranging from annoyances filing claims to not having the proper protection for their individual insurance needs. 

All of the common consumer frustrations depicted in the new ads highlight the need to have the right protection.  To address this, the ads focus on Liberty Mutual’s ability to provide solutions with products including accident forgiveness, lifetime repair guarantee and better car replacement.  The ads all end with the tagline: "See Car Insurance in a Whole New Light."

Creative content was developed by Liberty Mutual's new advertising agency of record, Havas Worldwide New York. Media planning and buying will be handled by Optimedia, part of Publicis Groupe.  

The ads will run on a variety of network and cable properties including CBS, NBC, ABC, HGTV, Food Network, History, A&E and ESPN. 

Liberty Mutual's last campaign was an on-the-fly effort from Hill Holliday featuring Olympic athletes.

In a category where “trivial humor” can often distract from substance, the company saw an opportunity to talk honestly with consumers about providing the right protection for what they value most in their lives, says Anthony Storm, senior vice president and chief marketing officer, Liberty Mutual Personal Insurance

"We want these ads to reflect our commitment to taking care of our customers,” Storm says in a release. 

The campaign also includes digital and social, including re-branded social channels. Creative components for digital include online video and banner ads supported by a robust digital media buy. Social content will leverage #SeeTheLight to link brand activity across all platforms.

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