Liberty Mutual Insurance

The big picture in this advertisement not only shows the daily activities people engage in to earn a living, but also how these people carry a responsibility of being their neighbor’s keeper. From the advertisement, to earn a living, sometimes you will be involved in a setting that supplies various kinds of work, diverse means of commuting, fast paced activities and etc. So, the advertisement seems to narrate a course of events as they are likely to unfold in a “downtown” like city setting. In this setting, we see all these people going about their daily activities: some commuting by bus, foot, airports, people in their busy work places; shipping stuff, delivery, cleaners, catering, kids playing in a likely busy neighborhoods and much more. Then, there are people in the advertisement that carry the responsibility of being their neighbor’s keeper. They are seen to act as a rescuer in life or death situations such as the lady at the stop light stopping I suppose a delivery guy about to cross without noticing the oncoming car, and among others prevent unnecessary accidents that could consume time to heal. I thought that this clearly shows these rescuers are the characters in this advertisement. But they really aren’t rescuers, instead they are Liberty Mutual Insurance- Which is the organization trying to market insurance service. In my opinion, the setting in the advertisement makes use of various plots to send a message to the audience saying; there is a chance you could fall victim to any of these circumstances that might wreck your life, but you don’t need worry, because with Liberty Mutual you will be safe.

According to this advertisement; it seems to me that they send their message quite clearly; they seem to cast what I may call a very emotionally appealing story. It is appealing by way of using a friendly compelling sound track in the midst of a seemingly overwhelming setting to create a conflict free outcome. It is almost like saying, without Liberty Mutual, you are bound to go through unpleasant experiences that only Liberty is able to appease. So what exactly is the story? I will quote the slogan at the end of the advertisement, “When it is people who do the right thing, they call it being responsible, When it is an insurance company, they call it Liberty Mutual. What is your policy! Liberty Mutual” Even though Insurance companies do not offer services that are as ideal as the advertisement tend to enact. This advertisement’s paradigm creates heroic characteristics in those who consume the product.