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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.
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