Liberty Mutual has released a new commercial featuring LiMu Emu and Doug. This time, the two fellows are getting ready for a volleyball game.
The spot features Doug explaining to Emu their next moves. “You set it and as I spike it I’ll tell them how Liberty Mutual customizes car insurance so they only pay for what they need,” he tells his feathered partner, who keeps his head in the sand.
The commercial ends with the voiceover saying the company’s tagline, “Only pay for what you need”.
Doug and LiMu Emu co-star in several other ads developed by creative agency Goodby Silverstein & Partners (GS&P) and directed by Australian director Craig Gillespie, for the Boston-based insurance company, spreading the word about its customized coverage. In one of them, they hit the open road together, in a sidecar. In another one, while Doug shares customization tips with a young couple on the sidewalk, LiMu Emu encounters an unexpected adversary in his own reflection. Another spot sees Doug looking at the pictures of completely different people stuck on his clue board and concluding 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 features Doug pulling out all the stops to ensure a civilian who’s buying a new car only pays for what she needs.
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.