Liberty Mutual magically makes things good

Hill, Holliday employs arresting visuals to illustrate that "an accident doesn't have to slow you down" in this pair of Liberty Mutual spots touting new car replacement and guaranteed repairs. In the ad above, a guy convincingly plucks a "spare" vehicle from the trunk of his recently smashed-up car. The ad below follows the impact of a crash along the length of a car and shows the damage repairing itself almost as soon as it happens. The ads are impressively staged and memorable. Still, dealing with insurance companies after accidents can be a stressful, protracted, sometimes maddening experience—and these spots overreach a bit by making the process seem effortless, almost magical. It's probably wishful thinking to expect insurers' practices to be as special as the effects they use in commercials.

—Posted by David Gianatasio

Previously on AdFreak:
Liberty Mutual's quirky ad family needs help
More talk about ethics from Liberty Mutual

Published on November 5, 2009 | Permalink | Comments (2)
Filed under Gianatasio, Hill Holliday, Insurance, Liberty Mutual

Liberty Mutual's quirky ad family needs help

Liberty Mutual poses some heavy questions about "doing the right thing" in this latest ad from Hill, Holliday, part of the insurer's ongoing Responsibility Project. I'd like to save the commercial's fictional Marlowe family and everyone else some time—and hopefully head off more sappy spots—and answer them here. 1) Yes, the family should put the grandfather in a nursing home. He's clearly off his nut and probably dangerous. 2) The older brother should absolutely drop out of college and enlist in the Army, not just to save the family some money but also to get a real haircut instead of that half-assed shag. 3) Of course the family should spy on the sister—enlist the April Fool's software worm or that Chinese surveillance software if necessary. She's clearly up to no good, and a Fling in a boutique changing room can't be far off. Most important: get the kid who narrates the spot some professional help. Judging from the costume and pogo-stick antics, he's headed the way of Grandpa.

—Posted by David Gianatasio

Published on April 1, 2009 | Permalink | Comments (11)
Filed under Gianatasio, Hill Holliday, Insurance, Liberty Mutual

Liberty Mutual puts you in the driver's seat

OK, I've connected the dots and made sense of Liberty Mutual's new commercials. One shows the aftermath of a nasty sideswipe. Another depicts the disorientation drivers feel after an accident. A third, covered by AdFreak last week, features a carnival scene. Here's what I've concluded: Reckless carnies are out joy riding, causing accidents everywhere! Sure, I only realized this after chugging a few cans of whipped topping with my new pal from Papa Murphy's, but I defy you to prove me wrong. Liberty Mutual's ads talk about "accident forgiveness," but if some Tilt-a-Whirl geek dents the fender of my beloved Civic, he's gonna pay though the nose! Retribution: that's my policy.

—Posted by David Gianatasio

Published on August 18, 2008 | Permalink | Comments (1)
Filed under Gianatasio, Hill Holliday, Insurance, Liberty Mutual, TV