Humans Are Their Own Worst Enemy in New Liberty Mutual Campaign

Hill Holliday celebrates humanity as 'imperfect creatures'

Humans. We sure suck, always doing stupid, destructive stuff. Like walking into glass doors, squirting ketchup all over our dinner companions and dropping air conditioners from tall buildings through the roofs of vehicles parked below. That's just a small sample of the miscues that ruin cars, homes and property in Hill Holliday's latest effort for Liberty Mutual Insurance. TV spots broke this weekend during coverage of the London Olympic Games, along with digital ads and a Facebook app. Using the umbrella theme "Humans," the campaign is designed to emphasize "our empathy toward policyholders in times when they need us," according to Liberty Mutual Personal Insurance CMO Jim MacPhee. The well-choreographed mishaps are memorably amusing but never cartoonish and always within the realm of possibility. That should help folks relate to the broader message. Actor Paul Giamatti's voiceover is a highlight. He never oversells but adopts an effortlessly relaxed and reassuring tone that almost—almostmade me forget for an instant that insurance companies are greedy corporate monsters. But hey, they're only human. Check out the 60-second anthem spot below, and a 30-second execution (along with credits) after the jump. 

Client: Liberty Mutual
Agency: Hill Holliday, Boston

Agency Credits:
EVP, Chief Creative Officer: Lance Jensen
SVP, GCD Copywriter: David Banta
SVP ,GCD Art Director: Kevin Daley
SVP, Co-Director of Integrated Production: Bryan Sweeney
SVP, Director of Business Affairs: Lenora Cushing
Associate Director Talent/BA: Kim Noke
Senior Project Manager: Susanne Joyce
EVP, Managing Director: Kerry Benson
SVP, Account Director: Summer Dembek Latif
SVP, Group Planning Director: Craig McCarthy
Senior Planner: Laura Brockway

Production Company: Bob Industries
Directors: Dayton/Faris (Jonathan Dayton and Valerie Faris)
DP Neil Shapiro
Executive Producer: Chuck Ryant
Line Producer/Head of Production: Bart Lipton

Post: Lost Planet
Editor: Hank Corwin
Editor: Chris Huth
Assistant Editor: PJ Fabbrini
Executive Producer: Krystn Wagenberg
Sr. Producer: Jaclvn Paris
Producer: Kate McCormick
Sound Design/Mix: Ravenswork @ Lost Planet LA
Sound Design/Mix: Robert Feist

Music Company: Elias Music
Executive Producer: Ann Haugen
Arranger: Dave Wittman
CD: Dave Gold

EFX and Conform:
—Brickyard VFX
Executive Producer: Kristen Andersen
Producer: Amy Appleton
Lead VFX Artist: Geoff McAuliffe
VFX Artists: Peter Bullis, Jimi Simmons, Sean McLean, Dave Waller, Gina Downing
—Blind Visual Propaganda, Inc.
Creative Directors: Mark Bellncula & Tom Koh
Executive Producer: Nick Litwinko
Managing Director / Executive Producer: David Kleinman
Head of Production: Amy Knerl
Producer: Jake Hibler
Designers: Alexander Davidson, Julia Kuswardi & Jin Lee
Animators: Erik Rasmussen, Jim Forster, Joe Todoran & John Dretzka
Colorist: Stefan Sonnenfeld