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.