Research can create clunky ads. It can override creativity. Most creative advertising tries to hide its use of clunky research tools. Goodby Silverstein & Partners New York has used its creativity to make been make the tools overt heroes in its campaign for Liberty Mutual. The campaign began a year ago. A new series of four ads that should buzz around in your head forever has just been released in the campaign, Something to Help You Remember.
Each begins by telling you the tool it’s using, then offers up a clunky parody sequence that aligns with the tool. One is the heart-warming moment:
Another is romance:
“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,” stated David Suarez, co-executive creative director GS&P NY.
In radio, the campaign gave listeners the option to listen to the ad or a song about all of the savings the listener is missing out on. That idea won a Radio Mercury Award. Shorter edits are also running on social and digital channels, along with TikTok sponsored ads that play off social-media tropes.
Credits:
Client: Liberty Mutual
Chief Marketing Officer: Jenna Lebel
Avp, Brand Strategy And Advertising: Sean Kelleher
Director, Brand Strategy And Advertising: Rachel Pannullo
Sr. Marketing Manager, Advertising: Abby Muti
Agency: Goodby Silverstein & Partners New York
Executive Creative Directors: Danny Gonzalez & David Suarez
Creative Director: Cam Miller
Associate Creative Directors: Chase Doutre, Daniel O’connor, Steve Nass & Candace Faircloth
Copywriters: Sophie Lichtman & Craig Shervin
Art Directors: David Spradlin, Nando Sperb & Mila Wizel
Senior Broadcast Producer: Alexei Vanmourik
Account Management: Chris Ferko, Katie Lancaster, Tom Yadron & Alli Greenberg
Business Affairs Manager: Howie Mapson
Production Company: Anonymous Content
Director: Tim Godsall
Managing Director: Eric Stern
VP Commercials & Executive Producer: Sueellen Clair
Head of Production: Kerry Haynie
East Coast Sales: Paul Muniz, Stacie Gillman
Service Production Company: Merchant
Executive Producer: Ian Webb
Head of Production: Sara Alfaro
Producer: Shannon Barnes
Editorial: Arcade Edit
Editor: Dave Anderson
Assistant Editor: Andy Trecki
Senior Producer: Kirsten Thon-Webb
Executive Producer: Crissy Desimone
Online & VFX: Jamm
Shoot Supervisor: Mike Wigart
Lead Flame: Tim Robbins
Flame Artists: Patrick Munoz, Rachel Moorer & Marcus Wood
Digital Matte Painter: Derry Frost
Producer: Mike Wigart
VFX Coordinator: Jon Lazar
Executive Producer: Asher Edwards
Sound Design & Mix: Sonic Union
Engineer: Steve Rosen
Studio Director: Justine Cortale
Music: Butter
