Liberty Mutual Promotes Responsibility

Insurance provider Liberty Mutual has launched an ad campaign centered on the tagline: “Responsibility. What’s Your Policy?” The new TV spots are in the form of short films focused on a “typical” American family facing important decisions.

The Spots, via Hill Holiday, Boston, launched on March 29 on networks including ABC (Extreme Makeover: Home Edition), CBS (The Unit) and NBC (Kings).

Liberty Mutual is airing the short films on its Web community called The Responsibility Project. Site visitors can respond to the situations faced by the fictional Marlowe family, and share their own stories.

“Creatively, this work is intended to provoke thought and action around issues related to responsibility,” said Hill Holliday CEO Mike Sheehan in a statement. “When Liberty Mutual first launched its first ‘pay it forward’ themed advertising campaign it looked at responsibility on a macro level, this new work takes a look at responsibility on a micro level and through the lens of a typical American family. Responsibility remains a value that is authentic to the Liberty Mutual brand and part of the company’s DNA.”

Liberty Mutual spent $99 million on U.S. measured media last year (not including online), per The Nielsen Co.