Harmony Korine Does Heartstring-Pulling LibMu Spot

lib-mutual.jpg

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.


by Angela Natividad    Apr- 2-09   Click to Comment   
Topic: Brands, Campaigns, Commercials, Television   

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Comments



Comments

it's got a slight dogma 95 feel to it. and very oddly reminiscent of Harmony's Julien Donkey-Boy. I'm willing to bet the client did not realize this.

Posted by: evan on April 2, 2009 4:22 PM

This is a great post, hope to see more of this.

Posted by: onsuccess09 on April 3, 2009 3:38 AM

Hope to see more of this.

Posted by: cash4trends on April 3, 2009 3:57 AM

Nice video.:)

Posted by: goodpeoplegives on April 3, 2009 4:10 AM

These ads are a joke, Liberty takes no responsibility.
How about an ad showing them low balling a customer saying and you thought we had your backs, that would be great!

http://libertymutualsucks.blogspot.com/

Posted by: Walt on April 3, 2009 9:57 AM

"it's got a slight dogma 95 feel to it. and very oddly reminiscent of Harmony's Julien Donkey-Boy. I'm willing to bet the client did not realize this."

lol. you have no idea what you are talking about.

Posted by: frenchy on June 25, 2009 10:26 PM





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