In November last year, Goodby Silverstein & Partners created a campaign for insurer, Liberty Mutual, in the US that was completely upfront about using traditional advertising tactics to get people to remember its ad message that you only pay for what you need. The new campaign peppered US TV and the internet with 30-, 15- and 7-second humorous examples of commercials built around ad tricks – nostalgia, stunts, slapstick humour, fads…
The campaign, Something to Help You Remember, which ironically cuts across all the insurance ad clichés, continues in print with comically transparent ads in the New York Daily News and the New York Post.
Credits:
Agency: Goodby Silverstein & Partners
Chief Creative Officer: Margaret Johnson
Executive Creative Directors: Danny Gonzalez & David Suarez
Creative Director: Cam Miller
Art Director: David Spradlin
Copywriter: Craig Shervin
Managing Partner: Brian Mcpherson
Group Account Director: Chris Ferko
Account Director: Katie Lancaster
Account Manager: Crystal Chan
Assistant Account Manager: Brittany Ryley
Head Of Brand Strategy: Bonnie Wan
Head Of Communication Strategy: Christine Chen
Group Communication Strategy Director: Dong Kim
Group Brand Strategy Director: Katie Coane
Brand Strategist Director: Harper Bokum-Fauth
Research Data & Analytics Strategy Director: Lauren Adrover
Brand Strategist: Chelsea Bruzzone
Director Of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Anna Diokno
Co-Directors of Production: Leila Gage & Margaret Brett-Kearns
Director of Graphic Services: Jim King
Production Artist: Evra Liao
Client: Liberty Mutual Insurance
CMO: Jenna Lebel
AVP, Brand Strategy & Advertising: Sean Kelleher
Director, Advertising: Jenna Meixner
Program Manager, Broad Reach Marketing: Abby Muti
Program Manager: Carolyn Mitchell
