Liberty Mutual continues its ongoing Responsibility Project with this :60 ad. You get the gist: a kid talks about doing the right thing while a melange of intimate family images scroll by in soft light.
See previous work, which is equally sappy but for the most part well-produced. We may be over this idea, but LibMu’s commitment to the Responsibility Project will probably go a long way toward making it the Coca-Cola of insurance.
Really. Give it a couple of years; it may be a one-way conversation, but for work like this, consistency is key.
Work by Hill Holliday in partnership with Harmony Korine, which — oddly enough — wrote and directed Gummo, another film with a sympathetic kid whose environment may or may not convince you to invest in a little bit of insurance.
