Liberty Mutual LiMu Emu & Doug at the Gym Treadmill Commercial

Liberty Mutual promotes its Coverage Customizer Tool in a new commercial featuring LiMu Emu and Doug.

This time, the two partners hit the gym, where Doug tells a man that Liberty Mutual’s Coverage Customizer Tool finds discounts and policy recommendations so you only pay for what you need. In the meantime, LiMu Emu runs on the treadmill, showing off his bird legs.

“Only pay for what you need” the voiceover says at the end of the 30-second spot.

Doug and LiMu Emu are featured in several other ads for the Boston-based insurance company, developed by creative agency Goodby Silverstein & Partners (GS&P) and directed by Australian director Craig Gillespie, spreading the word about its customized coverage. In one of the latest, Doug and LiMu spend a bright sunny day grilling up lunch in the yard with their wives. Doug’s wife, however, politely asks him to talk about something other than work, which it turns out is quite a challenge for him. In another spot, the two fellows 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.

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