Tell us about your role in the creation of this work.
Cam Miller, CD, GS&P: I’m the creative director on it, so mostly I just tried to not totally screw up and disassemble the clever ideas our very talented creative teams came up with.
But seriously- we want to surprise people. It’s a long-running campaign so viewers might think they know what to expect when they see this Statue of Liberty scene on their TVs. We’re excited about subverting those expectations and turning the iconic setting into a cue to expect something fun and unexpected.
Give us an overview of the campaign, what is it about?
Jenna Lebel, VP, Brand & Integrated Marketing, Liberty Mutual: Truth Tellers is a long-running Liberty Mutual campaign that’s always featured people telling their stories to camera. This campaign has always centered around a customer telling their story. What’s changed is the kind of customers we’re showcasing. We’ve shifted the aim from every day, relatable folks, to a collection of more memorable characters who bring the promise of customized insurance to life through a bit of hyperbole.
Tell us about the details creative brief, what did it ask? gsp
Cam Miller, CD, GS&P: I might be oversimplifying a bit, but there were really just two important asks. We needed to clearly get across the message that Liberty Mutual customizes insurance so customers only pay for what they need. And we needed to do it in a funny, memorable way.
Which insight led to the creation of this piece of work?
Jenna Lebel, VP, Brand & Integrated Marketing, Liberty Mutual: No matter how wildly unique or specific a person is, Liberty Mutual can customize insurance to fit their needs.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
Cam Miller, CD, GS&P: These ideas were chosen as a way to extend our current Truth Tellers campaign
What was the greatest challenge that you and your team faced during development?
Cam Miller, CD, GS&P: Just the sheer number of scripts and ideas and jokes required to get to a few we really loved. It was a constant process of laughing at something someone came up with in the room and then all trying to make it even funnier. So in that sense it was definitely a fun challenge.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
Cam Miller, CD, GS&P: I really enjoyed getting to watch a man dressed like an animatronic fortune teller attempt to ride a unicycle out of a wooden box.
Where do you see this campaign going in the future?
Jenna Lebel, VP, Brand & Integrated Marketing, Liberty Mutual: I think we want to continue the momentum we’ve established. Humor is working very well for the brand so you will definitely see more of that coming from us.