Hill Holliday

Hill Holliday for Liberty Mutual. I could not find out which office this ad came out of, but Hill Holliday has offices in Boston, New York, and South Carolina.



The "Responsibility" campaign Hill Holliday did for Liberty Mutual won an award for the 2009 Media Plan of the Year for a campaign between $10 million and $25 million. Perhaps, even more impressive than this award is the note shown below, which comes from a consumer who was so pleased by the Liberty Mutual campaign that he wrote a thank you/congratulations note to the CEO of Liberty Mutual.



The basic premise behind this campaign is a combination of paying-it-forward and making the responsible, or ethical, choice in every situation life presents to you. It is a simple, but easily forgotten idea in the world today. When people were reminded of the power of the "Golden Rule," which asks us to treat others as you would like to be treated, people responded positively in the professional advertising arena as well as in the general public. Liberty Mutual has been able to set themselves apart with this campaign because it takes away all of the policies, deductibles, and mess that is insurance, and puts Liberty Mutual in the business of public responsibility. This campaign also helps demystify the insurance agency and show the viewing public that Nationwide employees support regular people, who do nice things for other people; they are acting with social responsibility-the big buzz word for corporations these days. Nobody wants to support a company or brand who isn't saving the environment or the whales, but Liberty Mutual is saving mankind! They are encouraging and complimenting people who are showing kindness...such a simple concept, so why is it that being nice is so movingly, surprising to us all?? Why are we amazed at a TV commercial (that becomes very predictable very quickly) about people being nice? How sad for our society that we find that behavior to be the exception, rather than the norm (related sidenote: this is similar to why donations are tax deductible; the point is to be charitable not save yourself money). Maybe there is no way to be certain that an actual consumer wrote that note to the Liberty Mutual CEO, but if we assume that it is indeed authentic, then Hill Holliday has served the client well.