SHATTERED by Hill Holliday for Liberty Mutual

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SHATTERED

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Industry Traffic safety
Media Film
Market United States
Agency Hill Holliday
Director Les Stylewar
Executive Creative Director Rob Rich, Kevin Daley, David Banta
Art Director Michael Shaughnessy
Copywriter Scott Noble
Producer Lisa Rich, Allison Kuntzman
Account Supervisor Kerry Benson
Editor Andre Betz
Production Smuggler
Released January 2011

Credits & Description

Category: Banking, Investment & Insurance
Advertiser: LIBERTY MUTUAL
Product/Service: TEXTING AND DRIVING AWARENESS
Agency: HILL HOLLIDAY
Production Company: SMUGGLER, Hollywood, USA
Date of First Appearance: Jan 1 2011
Chief Creative Officer: Kevin Moehlenkamp
Executive Creative Director: David Banta/Kevin Daley/Rob Rich
Copywriter: Scott Noble
Art Director: Michael Shaughnessy
Agency Producer: Alex Vainstein
Account Supervisor: Kerry Benson
Producer: Lisa Rich/Allison Kuntzman
Director: Stylewar
Editor: Andre Betz
Sound Design/Arrangement: Human
Post Production: Sue Troyan/Sabrina Elizondo
Music: Human
Account Manager: Summer Dembek
Planner: Thomas Bick
Director Of Photography: Mathew Libatique
Editing Company: Bug
Other Credits: Recording Studio: Soundtrack Boston/Engineer: Brian Heidebrecht

English Description
Created by Hill Holliday for client, Liberty Mutual, “Shattered” launched on January 1, 2011 to a national TV audience. The spot was developed to introduce the company’s new “Better Car Replacement” insurance benefit and was built upon the brand’s existing “Move On” platform, which emphasizes that when an accident happens, people just want to move on with their lives. This messaging exemplifies what consumers want and expect out of their insurance company, and emphasizes the benefits of working with a responsible insurer like Liberty Mutual.

The spot opens with a large SUV that has lost control, crashing into a smaller parked sedan in front of a diner. As the collision occurs, we see the sedan literally shatter into thousands of pieces. The pieces move forward with the momentum of the impact and rise into the air, only to reassemble into a newer car when they come back down. Voice over for the ad reads: “An accident doesn’t have to slow you down. Introducing “Better Car Replacement.” If your car is totaled, we give you the money for a car one model year newer. Liberty Mutual Auto Insurance.”