Liberty Mutual’s “Truth Tellers” ads are back, and they’re as bizarre and unfunny as ever. Let’s look at the four new car insurance commercials we’ll all be muting with extreme prejudice for the next six months.
First up is “Zoltar” which tragically misappropriates the fortune-telling machine from 1988’s beloved Tom Hanks movie, Big, to set up yet another groan-inducing visual gag. In typical Liberty Mutual style, the ad employs distracting audio (the fortune teller’s grating voice and accent) to wrest the attention of people who have tuned out during the commercial break.
11/6 update: You people ask some really weird questions. For those of you wanting to know, Zoltar is voiced by actor Dimiter Marinov.
“Before & After” features a short, fat, bald man who miraculously transforms into an enormous douchebag after getting Liberty Mutual car insurance. A second transformation (into a lawyer) faceplants from a great height as it tries even harder for big laughs.
“Thoughts” shows us a man contemplating what he would do with all the money he’s told he could save by choosing Liberty Mutual car insurance. Mercifully, this ad is mostly silent until the trademark brain-dead Liberty Mutual jingle enters our ears like a couple of eggbeaters set to turbo speed.
Finally, “Bad Job” features a bumbling actor (Tanner Novlan) who has trouble reading his lines for a Liberty Mutual commercial. Once again, the audio seems intended to chip away at the consciousness of people who aren’t tuned in until we are literally annoyed into watching the ad.
Liberty Mutual is trying to sell car insurance, right?
I won’t weigh in on whether or not I personally find these ads funny. (Surprise! I don’t.) But humor is such a big focus of Liberty Mutual’s ad strategy nowadays that it needs discussing.
In the Adweek article, “Liberty Mutual’s Ads Are Going in Some Very Weird Directions, and It’s Working,” Jenna Lebel, Liberty’s vice president of brand and integrated marketing, says the use of humor in recent campaigns has increased the company’s ad recall by 25 percent.
I don’t doubt that’s true. But honestly, who cares?
To me, citing this stat seems like public-relations spin and a sign of trouble.
Shareholders don’t care about ad recall—they care about sales and profits. The goal of advertising is to sell more product, after all. If Liberty Mutual’s ads are working, then where are the numbers showing an increase in insurance quote requests and policies sold?
Also, an increase in ad recall is not necessarily a good thing.
I can see from my own search engine traffic that Liberty’s ads have got people talking. The problem for Liberty Mutual is, I don’t see people talking about the company’s competitive rates, reliable coverage, or great customer service.
I do see them talking—many, quite angrily—about big calves and sunglasses-wearing emus and other dumb visual gags that reek of creative desperation and a mandate to get noticed by any means necessary.
Perhaps the folks at Liberty Mutual would do well to remember that humor is subjective and a double-edged sword that needs to be wielded carefully.
Does Liberty Mutual even have a message?
Where in any of these ads is the company’s unique selling proposition (USP)—the one special thing that differentiates Liberty Mutual car insurance from its competitors and gives people a reason to buy?
“Only pay for what you need” is weak and doesn’t cut it. As I said in my review of the LiMu Emu commercials, there isn’t a car insurance company on the planet that doesn’t let people customize their coverage. That line means next to nothing to all but the most clueless car insurance buyers.
Right now, the closest thing Liberty Mutual has to a USP is, “We’re the car insurance company with the weirdest commercials.”
I’m not sure how that helps Liberty Mutual sell more car insurance.
Zoltar sees trouble ahead
If humor is subjective and Liberty has no message, then what does the company have?
Fortunately for Liberty, the answer is a huge advertising budget to help keep its name out there.
With the kind of money that Liberty Mutual is spending to carpet-bomb the airwaves with these ridiculous ads, the company could just as well run commercials that do nothing more than sing its stupid jingle for 15 and 30 seconds.
To most of us, it wouldn’t make any difference. We’re just going to mute the damn things anyway.
Cranky Ad Rating: One unicycle-riding Zoltar (is way too many) out of five.
What do you think of “Zoltar” and the other new Liberty Mutual commercials? Tell us below.
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The Bad Actor is great. I think the actor who plays this part is doing a great job. He has great timing and presence.
I have a problem with Doug driving the yellow car which I guess is a taxi. He’s not paying attention to his driving, yelling at a lady that he can save her. Should an insurance company be showing an ad with someone who is not paying attention to their driving?
Bingo, Karen.
Similar to the Allstate guy sitting in a chair in the middle of an intersection–stewing about lousy safety choices.
Right, Karen?! The whole premise is utterly irresponsible for an insurance company advertisement. But hey, Liberty Mutual and its agency haven’t noticed. (Where the hell IS the legal department, anyway?) They’ve completely lost the plot.
Thanks for reading — and watch out for reckless drivers with dodo-bird passengers!
I LOVE Zoltar. To the uncultured it’s understandable they wouldn’t have a clue. How shallow and narrow minded is snowflake America? Way too much. It’s Jewish humor gag from NY or Vaudville. It’s hillarious!!!
Who needs to be “cultured” to appreciate (the original) Zoltar? What baffles me is how anyone can find anything whatsoever to like about the dopey-looking, bargain-basement Zoltar used in the Liberty Mutual commercial. No, it’s not hilarious. It’s hokey and sad.
But, erm . . . I’m glad you like it!
I really hate all the medicare ads and all the lawyer ads, especially Morgan and Morgan. “For the people,” my ass. My insurance company got sued by them because I rear ended someone driving home the day I found out I had a cancerous tumor growing in my throat. It was my fault, but no one was hurt, and the only damage was to my little Ranger front end. They ended up just taking the Allstate offer. Why is Tina Fey advertising insurance? Man, she used to be funny. How sad.
Hi, Walter. Wow, that’s some story. I’m sorry to hear it and I sincerely hope you’ve made, or will make, a full recovery. Given your anecdote, I find this copy on the Morgan and Morgan website sadly ironic: “When you get hurt, we’re on your side. We battle bullies and insurance companies in court so you can focus on getting better.”
By the way, Tina Fey appears in the Mayhem ads because her character on 30 Rock, Liz Lemon, dated a character (Dennis Duffy) played by Dean Winters (Mayhem) on the show.
I know. Hilarious, right?
Thanks for visiting.
The Liberty Mutual ad with Zoltar asking the lady to free him and when she does, he unicycles away saying “Thanks lady” and “Taxi”. Was this meant to be New York Jewish humor? Seems so to me. So Coney Island.
Jewish humor? I don’t know, Anonymous. I know several Jewish people who have a good sense of humor and they’re a lot funnier than this.
I’m going to chalk this it up to these ads’ perpetually bad writing — it’s odd, awkward, and just plain unfunny.
I think the Zoltar ad with his putting his hand through the glass projects a terribly dangerous idea. Children might try to imitate not knowing real consequences.
Leslie, I think even children are smart enough to recognize abject stupidity when they see it.
Thanks for visiting.
That would fall under “stupid is as stupid does”, would it not?
Eddy, I think some people just have to learn the hard way. 🙂
Personally I think the Emu ads are brilliant! They are getting lots of attention. Look how you all are talking about them!😂
Nice try, Littlestar. Lots of people talk about cancer, too — but that doesn’t mean we like it.
Thanks for stopping by.
I generally detest LM commercials. But there’s something about the Zoltar commercials that makes me laugh. The way he says, “Maybe you could … free Zoltar?” is perfectly delivered.
Hey, GozieBoy. It’s true, the line is delivered well. I just can’t stop thinking about how dumb the fortune teller looks and sounds compared to the one in the movie Big.
So anyway,
After once again being subjected to another humorless, intolerable, and let’s face it, soul crushing Liberty ad, I wanted to write a review on the hopes of maybe making the Liberty folks take another look at what they’re putting out there. Far fetched, I know, but I had to try.
How happy was I to find this!
I’m so excited I forgot exactly what I wanted to write so let me just say that seeing that “actor” deadpan “And my calves” as one of the things he’s upgraded made me slap the person next to me.
I did.
I slapped him.
Welcome, Nancy! I’m glad you found what you needed here. Believe me, I feel your pain. I haven’t actually slapped anyone as a result of these commercials, but I have nearly killed myself tripping over the coffee table in a mad lurch for the mute button. And of course, I’ve added a crap-load of coins to the Swear Jar.
“And my calves.” Jesus.
Thanks for taking the time to comment!
I have Liberty Mutual insurance, and really am happy with it, have been for years. But their commercials are atrocious. Of the big insurance campaigns (Geico, Progressive, Farmer’s, State Farm, Allstate), they’re easily the worst, though ALL have some real clunkers. But how weird is it that we know the characters used in these ads so well? Why does insurance have to SATURATE the airwaves with ads? How much cheaper would our coverage be if they didn’t?
BTW, Mayhem has the best track record as being consistently funny.
Agreed, James. Liberty Mutual commercials are the only insurance commercials I can’t stand to listen to. (Well, not counting the obnoxious Mayhem ad where everyone is shouting “WHAT?”)
As you said, these companies run their ads all the time. Maybe one day soon, Liberty Mutual will tire of being the annoying, attention-seeking kid in class, and try some ads that actually sell their product.
Thanks for reading.
Great! Liberty Mutual ads are the most annoying stupid ever. People should never buy insurance from a company which airs such drivel.
Can’t say I disagree. Here’s Liberty Mutual’s official Twitter if you want to share your thoughts directly: https://twitter.com/LibertyMutual. And Facebook: https://www.facebook.com/libertymutual.
Have fun!
I am extremely saddened every time a LiberDY commercial ridicules the most sacred word in the English language. It is supposed to be funny or are they just IGNORANT? In case they are uneducated and ignorant: the word and pronunciation is LiberTY. I remind anyone I come across that they should never deal with a company with such a disregard for LIBERTY, a bastion of our country and the English language.
I’d never buy insurance from a company with such asinine commercials and vacuous tagline. It says to me they’re crooks.
Hi, Mark. You’re right, advertising is hugely important in shaping our opinions of a brand. Humor needs to be used judiciously lest an advertiser look unserious. As David Ogilvy famously said, “Nobody buys from a clown.”
Thanks for reading.
Liberty Mutual’s ads just keep getting worse. The humor is lame.
Yes, Mike, Liberty’s advertising has all the hallmarks of a company trying too hard to stand out. As Bob Garfield, King of Ad Critics, said in his book, “And Now a Few Words from Me”: “… Attention and awareness are secondary benefits; they should never be the goal. As the drunken buffoon who puts the lampshade on his head knows only too well, attention doesn’t in and of itself win friends. There is no point in getting everybody’s attention if you have nothing to offer once you have it. What people do then is just nervously edge away.”
I think that’s exactly what’s happening with these Liberty Mutual ads. The humor’s lame, and there is no message. People are backing away.
Thanks for your comment.
Thankfully, I have Netflix. I only will be watching ‘TV’ come football season.
You may be safe for now, Craig, but you’ll get yours and a whole lot more come football season. Those 16 weeks are some of the worst for TV commercials, and the Super Bowl? I can’t even.
Thanks for reading!
How does this crap pass muster with a board? My annoyance level, however, was more highly elevated by that sanctimonious arrogant douchbag with the burgundy trousers on the bench “Picked the wrong insurance company” tagline. Makes me wish a Joe Dirte ‘blue meteor’ would crush him!
Good observations, Rob….stay Cranky!
Be honest, Cap’n: Was it the guy’s burgundy trousers that set you off, or something else? 😛
I have to say, as much as I disliked the original “Truth Tellers” ads, they’re starting to look pretty good to me now. These new ads are just bonkers, and not in a way that inspires my trust or confidence in an insurance company.
I’ll stay cranky if you do, Cap’n! Thanks for commenting.
Excellent observations as usual. Sorta hoping one of the “truth tellers” informs us they’re back because the emu and his associate were pancaked by a bus while running in traffic. Otherwise, I’m with you on this grating ad campaign. As you suggest, they try waaay to hard to be funny, and simply are not.
The defenders of such tripe may counter with “they’re not trying to be funny, they’re trying to be clever”–as though some unseen ad mensa has imbued the clip with some amusing intelligence beyond the grasp of us mere mortals. Um, nope.
Anyway, thanks. We otherwise share an affection for Wisconsin and corner taverns.
A fellow Wisconsinite? You poor soul. I understand the affection for corner taverns, but the eight months of chilly to freeze-your-ass-off cold weather really get to me. (Hence my affection for corner taverns.)
As to what the folks at Liberty Mutual are thinking with their “weirder-and-weirder” ad strategy, I have no idea. I find these ads extremely hard to watch, and you should have seen my wife’s face when I played them for her. It was a fascinating mix of horror, embarrassment, and consternation. She looked just like I felt.
I’m interested to see where Liberty goes next. I expect another round of LiMu Emu ads around the end of the year, as Emily Fink, the company’s CMO, has said that LiMu and Doug are intended to be long-term spokes, uh, “people.” But the next round after that–that’s when I think we’ll find out if the wacky humor is working for them or if things change and some senior marketing people start losing their jobs.
Good to hear from you, Joe!