Liberty Mutual Remains Comically Transparent with New Home Insurance Print Ads

Liberty Mutual is continuing its comically transparent new home-insurance campaign with print ads in the New York Daily News and the New York Post. The ads are more than a little bit redundant, which is exactly the point. Liberty Mutual knows that repetition can help customers remember a brand message, and they aren’t afraid to say so...again and again.

The print executions are part of Liberty Mutual’s recent 'Something to Help You Remember' campaign for home insurance. Developed by Goodby Silverstein & Partners NYC, the campaign is refreshingly honest about its intent to use some very well-established advertising tactics to get customers to remember one thing: Liberty Mutual customises home insurance so you only pay for what you need.

The TV spots that launched in November featured common commercial tropes in some very uncommon ways including massive stunts, the most physical comedy and the most tug-at-the-heartstrings nostalgia you’ve ever seen in an insurance campaign.