Anonymous Content’s Tim Godsall directs the campaign for Goodby Silverstein & Partners
It seems every day we’re inundated with commercials that utilise familiar advertising tropes and clichés. And, while other ads may try to hide their use of these familiar tools, Liberty Mutual’s ‘Something to Help You Remember’ campaign embraces them head on. In the second iteration of the campaign, ‘Something to Help You Remember’ is back and bigger than ever going out of its way to poke fun at even more tried-and-true advertising clichés to help you remember Liberty Mutual customises home insurance.
“The insurance space is as competitive as ever, so we’re always looking for new ways to catch and keep our audience’s attention. ‘Something To Help You Remember’ does it in a way that feels fresh to the category and drives home our core message in a new and memorable way each time,” says Jenna Lebel, Liberty Mutual Insurance chief marketing officer. “With ads featuring a Liberty Mutual pool party and a band of animatronic squirrels singing about savings we expect these memorable ads will help drive our business.”
Developed by Goodby Silverstein & Partners New York, ‘Something to Help You Remember’ kicks off with five 30-second ads, each opening with a spokesperson informing viewers that Liberty Mutual is going to use a research-tested advertising technique to make its message stick. From a heart warming moment between a mother and daughter to an animatronic band singing a catchy song hidden in your wall, no advertising trope is off the table in these comedically blunt ads.
“We’ve always really embraced research and strategy. So, when we realised there are scientifically proven ways to get people to engage with and remember your brand, we didn’t want to hide that. Why not be transparent about what we’re selling and how we’re selling it? That level of honesty felt fresh, fun, and most importantly, we know it works,” said David Suarez, co-executive creative director GS&P NY.
This research-driven campaign also recently garnered a Radio Mercury Award for the ‘World’s First Optional Radio Ad,’ where it gave listeners the option to listen to the ad or a song about all of the savings the listener is missing out on. Additionally, unique, shorter-form ads will run on social and digital channels, along with TikTok sponsored ads that play off social-media tropes.
The ads were directed by Tim Godsall at Anonymous Content. Tim is known for his award-winning TV commercials for a wide-range of clients, including Southern Comfort, Snickers and Halo Top.
CLIENT
CLIENT: Liberty Mutual
CHIEF MARKETING OFFICER: Jenna Lebel
AVP, BRAND STRATEGY AND ADVERTISING: Sean Kelleher
DIRECTOR, BRAND STRATEGY & ADVERTISING: Rachel Pannullo
SR. MARKETING MANAGER, ADVERTISING: Abby Muti
AGENCY
AGENCY: GS&P New York
EXECUTIVE CREATIVE DIRECTOR: Danny Gonzalez
EXECUTIVE CREATIVE DIRECTOR: David Suarez
CREATIVE DIRECTOR: Cam Miller
ASSOCIATE CREATIVE DIRECTOR: Chase Doutre
ASSOCIATE CREATIVE DIRECTOR: Daniel O’Connor
ASSOCIATE CREATIVE DIRECTOR: Steve Nass
ASSOCIATE CREATIVE DIRECTOR: Candace Faircloth
COPYWRITER: Sophie Lichtman
COPYWRITER: Craig Shervin
ART DIRECTOR: David Spradlin
ART DIRECTOR: Nando Sperb
ART DIRECTOR: Mila Wizel
SENIOR BROADCAST PRODUCER: Alexei VanMourik
GROUP ACCOUNT DIRECTOR: Chris Ferko
ACCOUNT DIRECTOR: Katie Lancaster
ACCOUNT MANAGER: Tom Yadron
ASSISTANT ACCOUNT MANAGER: Alli Greenberg
BUSINESS AFFAIRS MANAGER: Howie Mapson
PRODUCTION
PRODUCTION COMPANY: Anonymous Content, LA
DIRECTOR: Tim Godsall
MANAGING DIRECTOR: Eric Stern
VP COMMERCIALS / EXECUTIVE PRODUCER: SueEllen Clair
HEAD OF PRODUCTION: Kerry Haynie
EAST COAST SALES: Paul Muniz
EAST COAST SALES: Stacie Gillman
SERVICE PRODUCTION
SERVICE PRODUCTION COMPANY: Merchant
EXECUTIVE PRODUCER: Ian Webb
HEAD OF PRODUCTION: Sara Alfaro
PRODUCER: Shannon Barnes
EDIT
EDITORIAL: Arcade Edit
EDITOR: Dave Anderson
ASSISTANT EDITOR: Andy Trecki
SENIOR PRODUCER: Kirsten Thon-Webb
EXECUTIVE PRODUCER: Crissy DeSimone
VFX
ONLINE / VFX : JAMM
SHOOT SUPERVISOR: Mike Wigart
LEAD FLAME: Tim Robbins
FLAME ARTIST: Patrick Munoz
FLAME ARTIST: Rachel Moorer
FLAME ARTIST: Marcus Wood
DIGITAL MATTE PAINTER: Derry Frost
PRODUCER: Mike Wigart
VFX COORDINATOR: Jon Lazar
EXECUTIVE PRODUCER: Asher Edwards
SOUND DESIGN
SOUND DESIGN/ MIX: Sonic Union
SOUND DESIGN/MIX ENGINEER: Steve Rosen
STUDIO DIRECTOR: Justine Cortale
MUSIC
MUSIC: Butter
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