A blog about new media and it’s role in IMC.


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Last week in my IMC class we discussed marketing short films. I decided to type ‘marketing short films’ into YouTube to see what would come up.

I discovered that Ad Age has its own YouTube channel and it presents 3-minute videos on what’s going on in the advertising industry. The video back on August 21 mentioned how insurer Liberty Mutual has gone into the short film business. You may be familiar with its “responsibility” ads. These ads feature random acts of kindness.

Liberty Mutual has launched a Web site called the “Responsibility Project,” where films explore “what it means to do the right thing.” The site features a number of videos from a host of contributors. A blog discusses issues in the news regarding responsibility, such as Octomom Nadya Suleman. Readers can also submit “personal stories of responsibility.”

Does this site help Liberty Mutual with its marketing? I think it does. It definitely cements its association with taking responsibility and its slogan, “Responsibility. What’s your Policy?” I do wish Liberty Mutual did more to market this site, however. I hadn’t heard about it before I went to YouTube. Perhaps the company could feature it at the end of its TV ads.

Liberty Mutual’s commercials are featured prominently on its homepage and you can watch an archive of past commercials here. That’s where you can find a link to the Responsibility Project.

Written by fsk50a

May 3, 2009 at 10:01 pm

One Response

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  1. Everyone is doing YouTube commercials/videos it seems. It’s a cheap and effective to get your message across.

    Timothy Shields

    May 3, 2009 at 10:30 pm

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