Liberty Mutual Repeats Itself in This Fun Print Campaign

For the insurer, once is never enough

Repetition sells. Repetition sells.

With this maxim in mind, Liberty Mutual repeats itself in cheeky work from Goodby Silverstein & Partners, running the exact same ad (see above) on facing pages of newspapers such as the New York Post and New York Daily News.

Headlined "Research shows that people remember ads that use repetition," the work touts home insurance and ties in with the company's recent TV spots. Themed "Something to Help You Remember," those commercials lampoon tired advertising staples—wacky stunts, zany humor, appeals to nostalgia—in comically transparent fashion.

"We commit so ridiculously, desperately hard to using each technique that it's somehow still surprising," GS&P New York creative director Cam Miller told Muse when the flight launched in November. "Also, as advertising people who have relied on these tropes, we're essentially poking fun at ourselves, which I think people can appreciate."

Indeed! We appreciate that, appreciate that!

“Whether it’s on TV,  or in print or in a subway car, we constantly see brands repeating what are essentially the same messages over and over again,” Miller says of the latest work. “This campaign is all about finding those tried-and-true tactics that advertisers have used effectively for a very long time and, and then using the same tactics ourselves in an offbeat way. Repetition is one of the most recognizable of those tactics. The fact that it made it so easy to come up with the second print ad was very convenient."

Ha—funny, funny!

Coincidentally, the stars of Liberty's "Limu Emu and Doug" spots are looking like twins these days:


Client: Liberty Mutual Insurance
Title of Creative Work: Something To Help You Remember Repetitive Print Ad
Agency: Goodby Silverstein & Partners

CMO: Jenna Lebel
AVP, Brand Strategy & Advertising: Sean Kelleher
Director, Advertising: Jenna Meixner
Program Manager, Broad Reach Marketing: Abby Muti
Program Manager: Carolyn Mitchell


Chief Creative Officer: Margaret Johnson
Executive Creative Director: Danny Gonzalez
Executive Creative Director: David Suarez
Creative Director: Cam Miller
Art Director: David Spradlin
Copywriter: Craig Shervin

Account Services
Managing Partner: Brian McPherson
Group Account Director: Chris Ferko
Account Director: Katie Lancaster
Account Manager: Crystal Chan
Assistant Account Manager: Brittany Ryley

Brand and Communication Strategy
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

Business Affairs
Director of Business Affairs: Judy Ybarra
Sr. Business Affairs Manager: Anna Diokno

Co-Director of Production: Leila Gage and Margaret Brett-Kearns
Director of Graphic Services: Jim King
Production Artist: Evra Liao

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