Liberty Mutual Insurance Unveils New Advertising And Brand Campaign To "See Car Insurance In A Whole New Light"

Jun 30, 2014, 09:25 ET from Liberty Mutual Insurance

BOSTON, June 30, 2014 /PRNewswire/ -- Liberty Mutual Insurance, one of the nation's leading auto and home insurers, unveiled today a new, fully integrated advertising campaign to invite consumers to  "See Car Insurance in a Whole New Light."  The new advertising initiative kicks off today with a variety of 30- and 60-second commercials dedicated to this fresh theme.  The candid TV spots feature everyday Americans talking about everyday insurance problems with Liberty Mutual offering clear solutions to better meet their insurance needs.

"Liberty Mutual helps people live safer, more secure lives, and we want these ads to reflect our commitment to taking care of our customers," said Anthony Storm, senior vice president and Chief Marketing Officer, Liberty Mutual Personal Insurance.  "In a category where trivial humor can often distract from substance, we saw an opportunity to talk honestly with consumers about providing the right protection for what they value most in their lives."

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 ads' protagonists 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 for the contemporary American.  To address this, the ads talk to Liberty Mutual's focus on providing clear solutions with Liberty Mutual products including Accident Forgiveness, Lifetime Repair Guarantee and Better Car Replacement.  The ads all end with the invitation to "See Car Insurance in a Whole New Light." 

A range of digital and social campaign elements, including re-branded social channels – Facebook, Twitter and YouTube – will also launch today. 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.

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

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.  

About Liberty Mutual Insurance

Liberty Mutual Insurance helps preserve and protect the things people earn and own and build and cherish.  Keeping this promise means we are there when our policyholders throughout the world need us most. 

In business since 1912, and headquartered in Boston, Mass., today Liberty Mutual is a diversified global insurer with operations in 30 countries around the world.  The company is the third largest property and casualty insurer in the U.S. based on 2013 direct premium written as reported by the National Association of Insurance Commissioners. Liberty Mutual also is ranked 76th on the Fortune 100 list of largest corporations in the U.S. based on 2013 revenue. The company employs over 50,000 people in more than 900 offices throughout the world. 

The sixth-largest auto and home insurer in the U.S., Liberty Mutual ( sells full lines of coverage for automobile, homeowners, valuable possessions, personal liability, and individual life insurance.  The company is an industry leader in affinity partnerships, offering car and home insurance to employees and members of more than 14,000 companies, credit unions, professional associations and alumni groups.


Glenn Greenberg

Liberty Mutual Insurance


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SOURCE Liberty Mutual Insurance