{"id":24846,"date":"2022-07-28T11:55:07","date_gmt":"2022-07-28T18:55:07","guid":{"rendered":"https:\/\/presskitchen.com\/?p=24846"},"modified":"2026-01-28T09:50:25","modified_gmt":"2026-01-28T09:50:25","slug":"with-music-by-butter-liberty-mutual-spoofed-commercial","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/with-music-by-butter-liberty-mutual-spoofed-commercial\/","title":{"rendered":"With Music by Butter, Liberty Mutual Spoofed Commercial Tropes to Make Its Ads More Memorable, via Muse by Clio"},"content":{"rendered":"<p style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/cdn.musebycl.io\/2022-07\/LibertyMutual-hed-2022_0.jpg\" alt=\"Liberty Mutual Spoofed Ad Tropes to Make Their Ads More Memorable\" \/><\/p>\n<div class=\"field__item\">\n<div class=\"paragraph paragraph--type--mg-parag-text-html paragraph--view-mode--default\">\n<div class=\"clearfix text-formatted field field--name-field-mg-body field--type-text-long field--label-hidden field__item\">\n<p>Liberty Mutual&#8217;s &#8220;Something to Help You Remember&#8221; campaign skewering overused commercial tropes\u00a0returns this week\u00a0with four funny installments from Goodby Silverstein &amp; Partners. Yes,\u00a0marketing spoofs\u00a0abound. But this effort&#8217;s a cut above, cannily goofing on oh-so-tired cliches that supposedly make ads memorable.<\/p>\n<p>&nbsp;<\/p>\n<p>&#8220;There are so many common techniques used during every commercial break that are scientifically proven to work. This campaign allows us to interpret them in the most ridiculous way possible,&#8221; agency co-executive creative director David Suarez tells Muse.<\/p>\n<p>&nbsp;<\/p>\n<p>First, we meet a bunch of twentysomethings at an obnoxiously over-branded pool party. They wield devices ablaze with LiMu logos while frolicking to a jaunty jingle that extols &#8220;Young people!&#8221; &#8220;Good Times!&#8221; and &#8220;Insurance!&#8221;<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"mb-1_5 paragraph paragraph--type--media-browser-video paragraph--view-mode--default\">\n<div class=\"video-container\">\n<div id=\"vjs_video_3\" class=\"video-js vjs-default-skin vjs-big-play-centered vjs-16-9 vjs-paused vjs-fluid vjs_video_3-dimensions vjs-controls-enabled vjs-workinghover vjs-v5 vjs-user-inactive\" tabindex=\"-1\" role=\"region\" data-setup=\"{&quot;fluid&quot; : true}\" aria-label=\"video player\">\n<div>\n<div class=\"field__item\">\n<div class=\"paragraph paragraph--type--mg-parag-text-html paragraph--view-mode--default\">\n<div class=\"clearfix text-formatted field field--name-field-mg-body field--type-text-long field--label-hidden field__item\">\n<p>&#8220;This idea clearly came from folks that grew up in the &#8217;90s, when a product could transform any situation into the best time ever,&#8221; Suarez says. &#8220;It&#8217;s like a vintage Sunny D ad and a vintage Mentos ad had a baby. Musically, we just wanted to reenforce the idea that young people in ads help you remember insurance, so the lyrics didn&#8217;t stray too far from that.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<p>Beats play an even bigger role in the next installment, as animatronic squirrels living inside the walls of a suburban manse deliver a devastating earworm:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"mb-1_5 paragraph paragraph--type--media-browser-video paragraph--view-mode--default\">\n<div class=\"video-container\">\n<div id=\"vjs_video_387\" class=\"video-js vjs-default-skin vjs-big-play-centered vjs-16-9 vjs-paused vjs-fluid vjs_video_387-dimensions vjs-controls-enabled vjs-workinghover vjs-v5 vjs-user-inactive\" tabindex=\"-1\" role=\"region\" data-setup=\"{&quot;fluid&quot; : true}\" aria-label=\"video player\">\n<div class=\"vjs-text-track-display\" aria-live=\"off\" aria-atomic=\"true\">&#8220;Catchy music is probably one of the more well-trodden tools advertisers use, so we really needed to make it extra catchy to stand out,&#8221; explains Danny Gonzalez, also a GS&amp;P ECD. &#8220;We had the band of squirrels custom made!&#8221;<\/div>\n<div aria-live=\"off\" aria-atomic=\"true\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"paragraph paragraph--type--mg-parag-text-html paragraph--view-mode--default\">\n<div class=\"clearfix text-formatted field field--name-field-mg-body field--type-text-long field--label-hidden field__item\">\n<p>Here&#8217;s an overwrought mother-daughter wedding day spot designed to humorously play on viewers&#8217; emotions:<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"paragraph paragraph--type--mg-parag-text-html paragraph--view-mode--default\">\n<div class=\"clearfix text-formatted field field--name-field-mg-body field--type-text-long field--label-hidden field__item\">\n<p>&#8220;The actors&#8217; performances were really great,&#8221; says Suarez. &#8220;I felt bad that before every take they had to remember the death of their childhood dog to get their eyes watery.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<p>Still, the moisture unleashed above can&#8217;t compare to the deluge of the final commercial, which showers a young couple with romance:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"mb-1_5 paragraph paragraph--type--media-browser-video paragraph--view-mode--default\">\n<div class=\"video-container\">\n<div id=\"vjs_video_991\" class=\"video-js vjs-default-skin vjs-big-play-centered vjs-16-9 vjs-paused vjs-fluid vjs_video_991-dimensions vjs-controls-enabled vjs-workinghover vjs-v5 vjs-user-inactive\" tabindex=\"-1\" role=\"region\" data-setup=\"{&quot;fluid&quot; : true}\" aria-label=\"video player\">\n<div class=\"vjs-poster\" tabindex=\"-1\" aria-disabled=\"false\">&#8220;The water wasn&#8217;t heated, so the actors were definitely cold,&#8221; Gonzalez says. &#8220;But nothing warms someone up quite like a steamy smooch, so I don&#8217;t think they minded too much.&#8221;<\/div>\n<div tabindex=\"-1\" aria-disabled=\"false\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"paragraph paragraph--type--mg-parag-text-html paragraph--view-mode--default\">\n<div class=\"clearfix text-formatted field field--name-field-mg-body field--type-text-long field--label-hidden field__item\">\n<p>In each outing the comedy works\u2014even if you&#8217;re not an ad nerd\u2014with sharp scripts and director Tim Godsall (of\u00a0Halo Top\u00a0and\u00a0Ikea\u00a0fame) providing the perfect mix of laughs and deliberately ham-fisted home-insurance branding.<\/p>\n<p>&nbsp;<\/p>\n<p>&#8220;We&#8217;re actually embracing the techniques advertisers use and openly acknowledging them,&#8221; says Suarez.<\/p>\n<p>&nbsp;<\/p>\n<p>&#8220;This campaign is celebrating the art form of all of those weird little films we make people watch every day.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h5>CREDITS<\/h5>\n<p>Client: Liberty Mutual<br \/>\nChief Marketing Officer: Jenna Lebel<br \/>\nAVP, Brand Strategy and Advertising: Sean Kelleher<br \/>\nDirector, Brand Strategy &amp;amp; Advertising: Rachel Pannullo<br \/>\nSr. Marketing Manager, Advertising: Abby Muti<\/p>\n<p>Agency:\u00a0GS&amp;P New York<br \/>\nExecutive Creative Director: Danny Gonzalez<br \/>\nExecutive Creative Director: David Suarez<br \/>\nCreative Director: Cam Miller<br \/>\nAssociate Creative Director: Chase Doutre<br \/>\nAssociate Creative Director: Daniel O\u2019Connor<br \/>\nAssociate Creative Director: Steve Nass<br \/>\nAssociate Creative Director: Candace Faircloth<br \/>\nCopywriter: Sophie Lichtman<br \/>\nCopywriter: Craig Shervin<br \/>\nArt Director: David Spradlin<br \/>\nArt Director: Nando Sperb<br \/>\nArt Director: Mila Wizel<br \/>\nSenior Broadcast Producer: Alexei VanMourik<br \/>\nGroup Account Director: Chris Ferko<br \/>\nAccount Director: Katie Lancaster<br \/>\nAccount Manager: Tom Yadron<br \/>\nAssistant Account Manager: Alli Greenberg<br \/>\nBusiness Affairs Manager: Howie Mapson<\/p>\n<p>Production Company: Anonymous Content, LA<br \/>\nDirector: Tim Godsall<br \/>\nManaging Director: Eric Stern<br \/>\nVP Commercials \/ Executive Producer: SueEllen Clair<br \/>\nHead of Production: Kerry Haynie<br \/>\nEast Coast Sales: Paul Muniz<br \/>\nEast Coast Sales: Stacie Gillman<\/p>\n<p>Service Production Company: Merchant<br \/>\nExecutive Producer: Ian Webb<br \/>\nHead of Production: Sara Alfaro<br \/>\nProducer: Shannon Barnes<\/p>\n<p>Editorial:\u00a0Arcade Edit<br \/>\nEditor: Dave Anderson<\/p>\n<p>Assistant Editor: Andy Trecki<br \/>\nSenior Producer: Kirsten Thon-Webb<br \/>\nExecutive Producer: Crissy DeSimone<\/p>\n<p>Online \/ VFX :\u00a0JAMM<br \/>\nShoot Supervisor: Mike Wigart<br \/>\nLead Flame: Tim Robbins<br \/>\nFlame Artist: Patrick Munoz<br \/>\nFlame Artist: Rachel Moorer<br \/>\nFlame Artist: Marcus Wood<br \/>\nDigital Matte Painter: Derry Frost<br \/>\nProducer: Mike Wigart<br \/>\nVFX Coordinator: Jon Lazar<br \/>\nExecutive Producer: Asher Edwards<\/p>\n<p>Sound Design\/ Mix:\u00a0Sonic Union<br \/>\nSound Design\/Mix Engineer: Steve Rosen<br \/>\nStudio Director: Justine Cortale<\/p>\n<p>Music:\u00a0Butter<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"vjs-poster\" tabindex=\"-1\" aria-disabled=\"false\"><\/div>\n<div class=\"vjs-text-track-display\" aria-live=\"off\" aria-atomic=\"true\">View original article <a href=\"https:\/\/musebycl.io\/advertising\/liberty-mutual-spoofed-commercial-tropes-make-its-ads-more-memorable\">HERE<\/a>.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Liberty Mutual&#8217;s &#8220;Something to Help You Remember&#8221; campaign skewering overused commercial tropes\u00a0returns this week\u00a0with four funny installments from Goodby Silverstein &amp; Partners. Yes,\u00a0marketing spoofs\u00a0abound. But this effort&#8217;s a cut above, cannily goofing on oh-so-tired cliches&#8230;<\/p>\n","protected":false},"author":2,"featured_media":24847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,217,218,256,273,291,626,1929],"tags":[],"class_list":["post-24846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-ads","category-advertising","category-butter","category-news","category-film","category-agencies","category-new-york"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Butter, Liberty Mutual Spoofed Commercial Tropes to Make Its Ads More Memorable, via Muse by Clio - Press Kitchen<\/title>\n<meta name=\"description\" content=\"Liberty Mutual&#039;s &quot;Something to Help You Remember&quot; campaign skewering overused commercial tropes\u00a0returns this week\u00a0with four funny installments from Goodby Silverstein &amp; Partners. 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