Liberty Mutual's 'In Action' | Adweek Liberty Mutual's 'In Action' | Adweek

Liberty Mutual's 'In Action'


Kirshenbaum Bond & Partners' first branding campaign for Liberty Mutual features employees of the Boston insurance company and carries the new theme, "Insurance in action."
The $30 million effort, which includes TV, print, radio and outdoor executions, positions Liberty's workers as "insurance activists," said Bill Oberlander, executive creative director at the New York agency.
Three TV commercials--breaking next Monday on network news programs such as Dateline, 60 Minutes and 20/20--feature a fire safety expert ("Fire is my life"), a man who trains claims adjusters by building and destroying homes ("I'm a professional vandal") and a specialist obsessed with the slipperiness of grapes on supermarket floors.
The goal of the campaign is to show "proactive people in a static industry," said Oberlander.
A print spread with the headline, "Fall asleep in my class and you're dead," is running in the March issue of magazines such as Martha Stewart Living. It features Julie Boucher, a Liberty sales representative who visits high schools to share tips on safe driving ("seat belts, alcohol, responsibility . . . whatever I've learned throughout the years").
Kirshenbaum, which landed the account last April, first stressed a "Control your destiny" theme but revised it. The client spent $26 million on ads through November 1998, per Competitive Media Reporting.
Previous Liberty ads from the defunct Wells BDDP showed workers helping people live safer lives.