MUSE Platinum

2025

Wax

Entrant Company

Copper Giants

Category

Video - TV Ad

Client's Name

Liberty Mutual Insurance

Country / Region

United States

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.



Credits

Executive Creative Director
Bill Girouard
Creative Director
Josh Tetrault
Creative Director
Mark Hohenschau
Lead Art Director
Alex Vorrilas
Lead Copywriter
Mike McGuinness
Executive Producer
Amy Appleton
Lead Producer
Natalie Bergeron
Lead Creative Project Manager
Jennifer O'Neil
Director/Caviar
Maggie Carey
Editor, Cutters Inc
Grant Gustafson
Sound Design/Mix - Soundtrack Group
Mike Secher
FX
Hamer FX
More Platinum Winners
Event
2025
MUSE Advertising Awards - eBay Pre-Loved Pop-Up Store
eBay Germany GmbH

Entrant Company

insglück Gesellschaft für Markeninszenierung mbH

Category

Event - Sustainability (NEW)

Country / Region

Germany

Social Media
2025
MUSE Advertising Awards - Accelerate [Efficiency] Opportunity: The Tech Eagle

Entrant Company

Gravity Global

Category

Social Media - Product / Service Branding

Country / Region

United Kingdom

Experiential & Immersive
2025
MUSE Advertising Awards - Coach: Self-Expression Through Gaming

Entrant Company

Coach

Category

Experiential & Immersive - Games (NEW)

Country / Region

United States

Audio
2025
MUSE Advertising Awards - ALKEBULAN II
Matt B featuring Royal Philharmonic Orchestra

Entrant Company

Vitae Records

Category

Audio - Album / Collection

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy