Modern Marketing

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.

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.

liberty mutual

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

"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 latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

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.

Reflection by Goodby Silverstein & Partners

Overall Rating 4/5

Vote now
Modern Marketing

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +