Liberty Mutual’s New Commercial Character Offers Insurance Against Ad-Avoiding Consumers

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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What’s yellow, fluffy and has a name that’s likely to get stuck in your head? The insurance sector’s newest TV star.

Liberty Mutual worked its way into consumers’ brains over the past decade with a series of ads that feature a hard-to-forget slogan (Just repeat the first name of the company several times in sing-song fashion) along with a bizarre cast of characters that includes a “Limu Emu” and a guy named Doug. Starting this week, Liberty adds to the coterie, with “Liberty Biberty,” a fuzzy anthropomorphic character meant to symbolize the feeling a consumer gets when they nab insurance at a fair price.

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