Truth Tellers "Wax"

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.

The impact of Wax was truly remarkable, with over 8 billion impressions generated overall. It quickly rose to the top tier in Unaided Ad Awareness (UAA) performance and became one of the highest-performing Liberty Mutual ads.



Additionally, Wax claimed the #1 spot as the most remembered ad in the category for December and January '25, and top 5 most mentioned ads for the category from October to January '25 according to our in-market monthly study.