Truth Tellers "First Word" & "Biberty Baby"

The insight that people like to save money on their insurance is neither new nor earth-shattering. Of course, people are looking for that. So, in our world of the highly competitive insurance category, the insight has become second to the strategy and delivery system of the message between insurance carriers. Those with 2x or 3x the media spend of Liberty can afford to segment their ads to specific target markets. Liberty, on the other hand, uses the simplicity of one branded location and a simplicity of message to drive our point home.

In the commercial, “First Word” we see a very familiar thing take place. A new mom, accompanied by her sister, take her baby for a walk in the stroller. Of course there is a twist to this very ordinary happening. The mom’s obsession with how much money she saved by switching to Liberty Mutual has had unforeseen ramifications for her family, specifically with her first born. It’s the type of thing that has the aunt taken aback and the mom embarrassed, but only slightly. I mean, she did save $700.

The commercial, “Bibberty Baby” is a particularly unique spot for Liberty Mutual. It was born of great results for spots of the past. It’s sort of a Reese’s, two-great-tastes-that-taste-great-together type of thing. Years ago, Liberty had a spot featuring a bad actor who could not get any of his lines straight. The spot was cut after cut of him screwing up, even the name of the company, Bibberty Schmutual. That ad was a huge success for Liberty. Well, more recently, our spot featuring a mom who had told so many people about how much money she saved with Liberty that her baby’s first word was “Liberty”, was also a huge success. Cue the Reese’s reference.

The creative team saw those results and created a spot that combines those two successful spots. What if the baby who only says, “Liberty” has an interaction with a guy who famously can’t say “Liberty” correctly? Turns out that what happens is silliness and savings ensue.