The TV component of a campaign I did for Liberty Mutual, grounded in the idea of personal responsibility and that more or less spawned The Responsibility Project.
Jeroen Bours and I did this spot as part of the pitch for Liberty Mutual while I was with Hill Holliday. When we won the business, it launched the Liberty Mutual campaign and was the genesis for The Responsibility Project.
The chairman of Liberty Mutual wondered if we could push the responsibility theme into grittier areas. We created a fictional family, The Marlowes, where we tried to do a deeper dive on everyday moments when people are forced to confront what it means to do the right thing over the easy thing. Harmony Korinne directed.
