Goodby Silverstein & Partners Advertising

Liberty Mutual introduces LiMu Emu and Doug to help save customers money on their policies


By Stephen Lepitak, -

February 26, 2019 | 3 min read

Liberty Mutual Insurance has released a humorous national advertising campaign in a bid to highlight how it can help protect people from overpaying for their insurance coverage.

liberty mutual

Liberty Mutual introduces LiMu Emu and Doug to help save customers money on their policies

Developed by Goodby Silverstein & Partners (GS&P), the adverts feature LiMu Emu and Doug, who aim to help deliver suitable insurance packages within the 30-second commercials by offering their expertise to the public.

Emily Fink, chief marketing officer, global retail markets (US) for Liberty Mutual Insurance explained that the company aimed to help customers gain the best value from their policies and never overpay.

"We're introducing this memorable duo of LiMu Emu and Doug to demonstrate Liberty Mutual's customized approach to insurance with a bit of surprise and humor,” she added.

The campaigns were directed by Craig Gillespie who was behind the Oscar-nominated ‘I, Tonya’ and Lars and the Real Girl, while The Mill was taksed with using CGI to bring LiMu Emu to life.

"The insurance category is a competitive space, and there is a need to break through to capture people's attention," said Jeff Goodby, co-chairman and partner at GS&P. "LiMu and Doug bring a much-needed emu-and-human-sidekick elegance to it all. It's fun and memorable, and this is only the beginning for Liberty Mutual."

The TV spots will run nationally alongside the 2014 ‘Truth Tellers’ campaign across a variety of national network and cable properties.

Supporting assets were created in-house by Liberty Mutual’s internal creative agency Copper Giants which will handle activity on social, digital and other channels.

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