Truth Tellers

Our creative strategy for this campaign centered around making the $700 savings relatable to everyday life. We wanted to highlight the amusing fact that when we have extra money, it often feels like it doesn't really count as our own. As a result, people tend to spend it on things they wouldn't normally consider, things that may seem impractical or even silly. One of the strongest reasons for consumers to switch to Liberty Mutual is the potential savings of $700. For most people those savings will be realized in practical ways like groceries or rent. But what if they didn’t? What if instead the savings took the silliest and most entertaining form possible? The answer: a waxy, melty mess with perfect hair. We invite consumers to enjoy the unexpected fun that comes with the savings Liberty Mutual can provide, the joy from their financial choices. EXECUTION: When producing a six-foot tall wax figurine of your boardwalk star, it’s important to go as deep into the Uncanny Valley as possible. And when you work with an amazing production company like Caviar and SFX from the Mill, you know that the bulbous eyes, thinning hair, toothy veneers, and anatomically accurate nose holes will be top of mind and register beautifully on film. Plus, when the fabulous Maggie Carey is directing the wildly funny and improvisationally inclined Joe Hursley, the funny will be well taken care of.