Harmony Korine Does Heartstring-Pulling LibMu Spot
Liberty Mutual continues its ongoing Responsibility Project with this :60 ad. You get the gist: a kid talks about doing the right thing while a melange of intimate family images scroll by in soft light.
See previous work, which is equally sappy but for the most part well-produced. We may be over this idea, but LibMu's commitment to the Responsibility Project will probably go a long way toward making it the Coca-Cola of insurance.
Really. Give it a couple of years; it may be a one-way conversation, but for work like this, consistency is key.
Work by Hill Holliday in partnership with Harmony Korine, which -- oddly enough -- wrote and directed Gummo, another film with a sympathetic kid whose environment may or may not convince you to invest in a little bit of insurance.
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Comment
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Comment by Bud Ryerson on April 2, 2009 at 5:31pm
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The voice-over says that everybody want's to do the right thing, but that nobody knows what the right thing is. Why is Liberty Mutual confused? Why do they think that we are? This spot is crazier and more desperate than any of the characters in it.
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