Introducing LiMu Emu and Doug

“The insurance category is a competitive space, and there is a need to break through to capture people’s attention. LiMu and Doug bring a much-needed emu-and-human-sidekick elegance to it all. It’s fun and memorable, and this is only the beginning for Liberty Mutual.” – Co-chairman and partner at GS&P, Jeff Goodby.

A few new faces (and feathers) are moving into the advertising world: meet LiMu Emu and Doug, the stars of Liberty Mutual Insurance’s new national advertising campaign that launches today. The fictional dynamic duo are passionate about saving people from overpaying for one-size-fits-all insurance. The creative content was developed by Goodby Silverstein & Partners (GS&P), Liberty Mutual’s creative agency of record.

The new campaign kicks off with a series of 30-second commercials introducing the humorous and over-the-top duo who appear on the scene to share their knowledge and help protect people from paying too much for insurance coverage. LiMu Emu and Doug bring a new twist to the classic buddy-cop duo – partners guided by the notion that it’s a crime to pay for things you don’t need – going above and beyond to ensure they do their duty.

“We want to help our customers get the best value out of their insurance policy by customizing their coverage so they have exactly what they need and never overpay. We’re introducing this memorable duo of LiMu Emu and Doug to demonstrate Liberty Mutual’s customized approach to insurance with a bit of surprise and humor.” – CMO, Global Retail Markets (U.S.) at Liberty Mutual, Emily Fink.

Check out the commercials below:

https://www.youtube.com/watch?v=UD_0UEO_hbQ

https://www.youtube.com/watch?v=fsE4lZ3WjuQ

https://www.youtube.com/watch?v=K7z-Y8Prhxw