Memorable Olympic Marketing Campaigns From London 2012: Liberty Mutual

In a couple of weeks we’ll all be looking back and thinking about the London Olympics. We’ll relive the outstanding events and the accomplishments of the athletes. I can identify with this, as I still have fond memories of the Atlanta 1996 Olympics and vividly recall many of the events that I attended.

In addition to the events and athletes, many of the commercial messages that we are exposed to will also create lasting impressions. As pressure mounts to reduce costs and with advertising budgets being slashed at a number of companies, many have indicated that advertising during the Olympics may not be a worthwhile expenditure. As such, it will be important at the end of the games that marketers justify their expenditures within their respective companies. It is my intent to take a look at some of the commercials and campaigns over the next couple of weeks and see if there was an actual possible return and if these individuals can walk away with a sense that their efforts were fruitful and not in vain. One such campaign that I’d like to comment on today is Liberty Mutual’s.

Sitting there yesterday watching the women’s bike race, I found myself suddenly laughing out loud at Liberty Mutual’s “Human” commercial. It cleverly exposed some of the idiotic things that people can do from time to time. In the event that you didn’t have a chance to see it, I’ve included a YouTube video of this so that you can also have a laugh.

It’s not often that a commercial will be so entertaining, but I can honestly say that I will probably remember this well after the Olympics and will associate Liberty Mutual’s ability to solve problems even under the craziest circumstances.  It’s obvious that many others felt the same based on some of the comments I saw on Twitter. These included:

In other news, that Liberty Mutual commercial I just saw was absolutely hilarious. @jakemushy

This ‘Liberty Mutual‘ commercial is so freaking hilarious. @KerryPosh

Good lord that Liberty Mutual ad had my jaw dropping and shuttering at what could happen w/ your car. @yikes77

Replayed guy walking into screen door in liberty mutualcommercial 5x for my kid. Then he walked out when cycling came back. @chadmillman

“That’s the thing about humans; when things are at their worst, we’re at our best.” Love it. @TeriBossard

This commercial just made my day! Liberty Mutual Insurance Commercial — Humans :60: @lhartfeil

I laughed so hard at the Liberty Mutual Insurance commercial. @taybugg

That liberty mutual commercial is actually pretty funny. @bridgetpeelton

That Liberty Mutual commercial about us humans is beyond true. @lynnethebradi

I’ve done about 85% of those things on the Liberty Mutual commercial. @TheDisco_Spider

Liberty Mutual has embarked on a Social Media campaign based on this with postings to a YouTube channel, Twitter, and  a Facebook Page. It has also provided a short video on how the commercial was made which many of you should find of interest.

I hope that you’ll agree that this might be one of the more memorable campaigns to date. I will explore others in the days to come. Please let me know if you have seen any others that have really caught your eye and which you feel will be memorable for weeks, months, and years to come.


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