Liberty Mutual Insures Ad Panel Victory

Who’s the champ in the crowded field of auto insurers fighting for your buck? In one corner you have the Geico Gecko, the Caveman and the goggly-eyed stack of Kash. In another corner the warm Barry White-esque voice of Dennis Haysbert. In yet another we have the personification of “Mayhem,” for Allstate, as well as, Progressive’s superstar saleswoman Flo and Liberty Mutual ‘s celebrity endorsements with Oprah as a spokesperson. But which spot is most effective?
A report from Ace Metrix, released today, used a panel of 500 U.S. consumers to measure the effectiveness of the 136 different car insurance ads that have run in the last 12 months. The report looks at all eight major automotive insurance companies: Allstate, Esurance, Geico, Liberty Mutual, Nationwide, Progressive, State Farm and 21st Century.
The results of this survey prove that it was a big year to jump onto the “quit texting while driving” bandwagon. Winfrey joined Liberty Mutual advising people to take the no phone zone pledge, and Allstate launched its “Joi Carter: X the TXT” PSA. These spots landed first and second atop the auto insurance ads list, respectively.
These ads didn’t only do well because of their endorsements. They work because of their content, said Ace Metrix CEO Peter Daboll, “These cause-based ads work every well. They’re very high information and extremely relevant to viewers.“
The top ad for both male and female participants was the Liberty Mutual spot with Winfrey’s voiceover. The ad scored a 653 Advertising Creative Effectiveness (ACE) score, well above the average 501 norm and 46 points above second-place Allstate’s “X the TXT.” Liberty Mutual had three ads in the top five.
In his description of the Liberty Mutual spot, one male reviewer in the 36-49 demo said, “This ad hit the problem right on the head. I am the father of four children, three daughters and one son. All use cell phones and text and it worries me that they might be the next statistic.”
The lowest rated ad came in with an Ace Score of 314, 184 points below the norm. The “Mayhem” campaign for Allstate, which sees all manner of driving hazards and errors embodied by a smooth-talking but slightly menacing presenter, got off to a sluggish start with viewers, Daboll said of the campaign. “What’s interesting is, some campaigns start off very slow but do better and better. Allstate’s ‘Mayhem’ campaign is now trending upwards.”
Which auto insurance spot would you crown champion? (You can view them all here.)

@iamjohntejada John Tejada is a video producer for Adweek.