Best's Review



Insurance Marketing
What You Need

Liberty Mutual debuts two new advertising spokesmen and American Family Insurance unveils the second ad in its “This Dream” campaign.
  • Lori Chordas
  • May 2019
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Feathered Friend

LIBERTY MUTUAL has a new feather in its cap with an ad campaign that features LiMu Emu and Doug—a duo of '70s-styled detectives who feel it's a crime when people pay too much for insurance.

The campaign features a series of TV commercials, radio ads and digital extensions that feature the team who spread the message that Liberty Mutual offers customized insurance where customers pay only for what they need.

“Prior to the campaign we talked to consumers about their perspectives of insurance and we discovered people generally fall into two camps: those who are afraid their policies have coverage loopholes and those concerned they could have too much coverage. That's where the brand positioning came from—that Liberty Mutual customizes your insurance so you only pay for what you need,” said Emily Fink, chief marketing officer for global retail markets (U.S.) at Liberty Mutual.

The ads are running in conjunction with the brand's “Truth Tellers” campaign that debuted in 2014.

Fink and her team wanted to experiment with several new features in the campaign, including a new message and spokespeople and the use of humor. “Insurance is an interesting category. There is no visible, tangible product, so we wanted to create a physical manifestation of the company with Doug and his emu partner, LiMu Emu,” she said.

Fink hopes the duo will become “longstanding” spokespeople for the company. “When we think about what we want our advertising to do, it is to drive unaided awareness so when people think about insurance, Liberty Mutual is top of mind,” she said.

The Win

AMERICAN FAMILY INSURANCE has unveiled the second TV spot in its integrated, multimedia marketing “This Dream” campaign that debuted earlier this year.

In its latest ad, “The Win,” American Family is sharing the message that the Madison, Wisconsin-based mutual insurer not only protects the dreams of those who achieve them but also the dreams of those whose shoulders they stand on.

The ad acknowledges the various mini-achievements consumers experience in reaching their dreams, such as purchasing a new home or car.

The first ad in the campaign, “The Sacrifice,” debuted in February. The ad shows the hard work and sacrifices people make as they strive to attain their life aspirations and dreams, including a woman changing the oil in her car and a father putting coins in a large jar as his toddler watches.

Both ads are now running interchangeably on TV, radio, online video and social media.

Lori Chordas is a senior associate editor. She can be reached at

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