Liberty Mutual has released a new commercial featuring LiMu Emu and Doug. This time, Doug hits the open road with a hog and a bird to spread the word about customized insurance.

“I just love hitting the open road and telling people that Liberty Mutual customizes your insurance so that you only pay for what you need,” Doug says as he drives down the highway with Emy in the sidecar.

The commercial ends with the voiceover saying the company’s tagline, “Only pay for what you need”.

Doug and his feathered partner co-star in other spots, as well, sharing the information about Liberty Mutual’s customized coverage. In one of them, while Doug shares customization tips with a young couple on the sidewalk, LiMu Emu encounters an unexpected adversary in his own reflection. In another one, Doug concludes – after looking at the pictures of completely different people stuck on his clue board – that they need customized car insurance from Liberty Mutual so that they could only pay for what need, and save money, as well. Another spot sees Doug pulling out all the stops to ensure a civilian who’s buying a new car only pays for what she needs.

The spots are part of Boston-based company’s new national ad campaign, developed by creative agency Goodby Silverstein & Partners (GS&P) and set to run across on a variety of national network and cable properties, social, digital, as well as other channels. They were all directed by award-winning Australian director Craig Gillespie, best known for his films Lars and the Real Girl and I, Tonya. LiMu Emu was brought to life with the help of visual effects and content creation studio The Mill, which used cutting-edge CGI technology, including a proprietary fur and feather system.

Liberty Mutual, the sixth largest auto and home insurer in the U.S., sells full lines of coverage for automobile, homeowners, small commercial, valuable possessions and personal liability insurance.