Liberty Mutual's Ads Are Going in Some Very Weird Directions, and It's Working

GS&P's fun new twist on a long-running campaign has boosted the brand's ad recall 25%


For more than five years, Liberty Mutual has been known for its ads with the Statue of Liberty in the background—but that hasn’t always been a good thing.

The campaign, officially called “Truth Tellers,” has traditionally been bland at best and grating at worst (as illustrated by the internet’s oddly intense backlash against the 2016 ad featuring a woman who named her car “Brad”).

But since switching agencies in 2017, from campaign creator Havas to Goodby Silverstein & Partners, Liberty Mutual has seen a rapid evolution of its ads into some considerably weirder territory.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in