Wax

The Truth Tellers boardwalk campaign has been a staple in Liberty Mutual’s media mix for over a decade. From talking babies to unicycle mishaps to dudes that look exactly like their dogs, we’ve produced a comically wide range of relatable scenarios that not only help people only pay for what they need, but even more importantly, save them upwards of $700 by switching to Liberty Mutual.
Finding yourself with an extra $700 in your bank account begs one deliciously simple question: what would you do with that cheddar? Sure, you could be responsible and buy something practical. Of course, you could use it on gifts for family and loved ones. Or, if you’re really being honest about what you want in life, you could spend it on an exactingly perfect, life-sized wax replica of yourself. (Obviously, that’s the right choice.)

But as it goes with anything made of wax and left outdoors under the boiling sun, the fun can’t last forever. So as our hero delivers the savings message and admires his waxy effigy, the sun works its magic and turns the beautiful wax man into a bubbling puddle of goo.
The impact of Wax was truly remarkable, with over 8 billion impressions generated overall. It quickly rose to the top tier in Unaided Ad Awareness (UAA) performance and became one of the highest-performing Liberty Mutual ads.