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%

A woman visits a fortune-telling booth near the Statue of Liberty.
If Zoltar helps you, will you help Zoltar? Liberty Mutual

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.

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."