New Liberty Mutual ad gives special effects a workout

By Chris Reidy, Globe Staff

A new ad from Liberty Mutual Insurance for its Home Protector Plus product makes use of so many special effects that it and a companion ad were almost a year in the making, said an executive with Hill Holliday of Boston, Liberty Mutuals long-time ad agency.

The message of the two ads is that Boston-based Liberty Mutual and Home Protector Plus, a home insurance product, works hard to get a customers life back to normal after something bad has happened.

Hill Hollidays branding campaign for Liberty Mutual features the tag-line of: Responsibility: Whats Your Policy? These two latest ads are more focused on a specific Liberty Mutual insurance product.

The new ad that has just begun airing is called Strings, and it shows a house getting convulsed by a fierce storm that badly shakes up the homes contents. The spot was filmed on one of the worlds biggest sound stages, and nearly 3,200 household items were hung individually from wires for the special effects. The spot also gave the sound stages wind machines a good workout.

A second spot called Journey started airing in early February. In this spot, a woman bikes around a suburban neighborhood and manages to avoid disaster around every corner. Two identical houses were built for the shoot, Hill Holliday said, and one challenge for the actress in the spot was to maintain a bike speed of 7 miles per hour so the script would come off as planned.

It took us almost a year to produce those spots, Hill Holliday creative director Scott Noble said.

Other Hill Holliday clients include Dunkin Donuts, Major League Baseball, Verizon Wireless, Bank of America, Chilis, and Novartis.

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New Liberty Mutual ad gives special effects a workout