Liberty Mutual's Comedic Campaign Embraces Familiar Advertising Clichés

It seems every day we’re inundated with commercials that utilise familiar advertising tropes and clichés. And, while other ads may try to hide their use of these familiar tools, Liberty Mutual’s 'Something to Help You Remember' campaign embraces them head on. In the second iteration of the campaign, 'Something to Help You Remember' is back and bigger than ever going out of its way to poke fun at even more tried-and-true advertising clichés to help you remember Liberty Mutual customises home insurance. 

“The insurance space is as competitive as ever, so we’re always looking for new ways to catch and keep our audience’s attention. ‘Something To Help You Remember’ does it in a way that feels fresh to the category and drives home our core message in a new and memorable way each time,” says Jenna Lebel, Liberty Mutual Insurance chief marketing officer. “With ads featuring a Liberty Mutual pool party and a band of animatronic squirrels singing about savings we expect these memorable ads will help drive our business.”

Developed by Goodby Silverstein & Partners New York, 'Something to Help You Remember' kicks off with five 30-second ads, each opening with a spokesperson informing viewers that Liberty Mutual is going to use a research-tested advertising technique to make its message stick. From a heart warming moment between a mother and daughter to an animatronic band singing a catchy song hidden in your wall, no advertising trope is off the table in these comedically blunt ads.

“We’ve always really embraced research and strategy. So, when we realised there are scientifically proven ways to get people to engage with and remember your brand, we didn’t want to hide that. Why not be transparent about what we’re selling and how we’re selling it? That level of honesty felt fresh, fun, and most importantly, we know it works,” said David Suarez, co-executive creative director GS&P NY.

This research-driven campaign also recently garnered a Radio Mercury Award for the 'World’s First Optional Radio Ad,' where it gave listeners the option to listen to the ad or a song about all of the savings the listener is missing out on. Additionally, unique, shorter-form ads will run on social and digital channels, along with TikTok sponsored ads that play off social-media tropes.

The ads were directed by Tim Godsall at Anonymous Content. Tim is known for his award-winning TV commercials for a wide-range of clients, including Southern Comfort, Snickers and Halo Top.