MITX - Massachusetts Innovation & Technology Exchange


July, 2012

Hill Holliday Creates Olympic Spots for Liberty Mutual

Liberty Mutual Insurance said it will debut new ads during the Olympics. The campaign is titled “Humans,” and it begins with a 60-second and a 30-second TV spot.

The creative for the campaign was developed by Hill Holliday of Boston, Liberty Mutual’s advertising agency of record.

The TV spots feature “vignettes that illustrate everyday moments when people show their imperfections - and when there is a need for responsibility and insurance,” Boston-based Liberty Mutual said.

The 60-second spot opens with a voice-over saying: “Humans.  We mean well but we are imperfect creatures living in an imperfect world.” 

Vignettes span a wide range of mishaps that damage property, cars, or homes.

The spot closes with the voice-over saying: ‘‘That’s the funny thing about humans.  When things are at their worst, we are at our best.’’

Actor Paul Giamatti does the voice-over. The musical score is provided by the Human League and its hit song, ‘‘Human.’’

Liberty Mutual Insurance is a diversified global insurer and the third largest property and casualty insurer in the United States.

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