Hill Unveils 2nd Round for Liberty Mutual

BOSTON Interpublic Group’s Hill, Holliday, Connors, Cosmopulos this week breaks a new round of ads for Liberty Mutual, expanding the “Responsibility. What’s your policy?” theme introduced last year to include home and auto situations.

A quartet of TV spots shows people performing various acts of kindness in everyday situations—a metaphor for the insurance company’s approach to serving its customers. In the ads, these kindnesses (such as stopping a distracted pedestrian from stepping into traffic) inspire others. The voiceover in one spot says, “When it’s people who do the right thing, they call it being responsible. When it’s an insurance company, they call it Liberty Mutual.”

The effort features a new jangle-pop song by HEM, the band that provided the soundtrack for Hill, Holliday’s first Liberty salvo last year.

Similarly themed print running in national magazines includes four-color ads featuring Liberty’s auto and home insurance products. Online iterations will run on Yahoo!, SI.com and Time.com, among others.

The Boston-based insurer spent nearly $75 million in domestic measured media last year, per Nielsen Monitor-Plus. Hill, Holliday, also here, added the business following a review in October 2005.

The reassuring, life-affirming tone of the Liberty work contrasts with the approach adopted by competitor MassMutual, which in March launched ads through IPG’s Mullen in Wenham, Mass., tagged, “We’ll help you get there.” Those goal-focused spots use eclectic imagery and take place “inside” people’s heads in order to show the thought processes driving their financial decisions.