LIBERTY MUTUAL - LIMU EMU & DOUG

A CAMPAIGN THAT
MAKES LIBERTY
MUTUAL INSURANCE
VERY HARD TO FORGET

In the high-spend world of insurance advertising, the competition to be heard, much less remembered, is fierce. And with some competitors outspending Liberty Mutual 2-3x, we needed something completely different to standout in this cluttered space.

Enter LiMu Emu and Doug. This odd couple of overzealous brand spokesman and completely clueless spokes-bird introduced a unique style of elevated absurdism that quickly rivaled some of its far-more established counterparts in the insurance game. But more importantly, they’ve been a huge driver of unaided awareness and brand recall for Liberty Mutual. And even now in their 8th season, LiMu and Doug continue to steal attention.

BUT IT’S NOT
JUST TRADITIONAL TELEVISION.

Our favorite insurance duo is also tapped into culture. We concept and create the socially-native LiMu Emu and Doug work on an on-going basis. We’ve been parodied by SNL three times. And we even partnered with the WNBA’s New York Liberty to give their iconic mascot Ellie some dance partners.

Three people dressed in mascot costumes, including two wearing sunglasses and one in center wearing an elephant mask, at a sports event in an indoor arena with audience and bright lighting.
Ellie the elephant mascot on a basketball court with fans and other mascots during a Liberty game.
Woman in casual clothing and colorful sneakers standing and talking to the LA Lakers mascot lion sitting courtside at a basketball game, with a young girl sitting next to the mascot holding a pink item, and a crowded stadium in the background.
A person is riding a large pogo stick while airborne over another person holding a sword prop in a field with hay bales and trees in the background.
Liberty Mutual Insurance spokesperson Doug acting silly with his sidekick LiMu Emu.

Client: Liberty Mutual Insurance
Work: “LiMu Emu & Doug”
What we did: Cross-channel campaign (ongoing)
Press: Adweek