"Humans" - Behind the Scenes

Liberty Mutual Insurance launched new advertising during the Summer Games, introducing a "Humans" theme. The campaign kicked off July 28 with commercials featuring vignettes to illustrate the everyday moments when people show their imperfections - when there is a need for responsibility and insurance.

The vignettes span a wide range of mishaps that damage property, cars or homes... and sometimes all three at the same time. In each case, Liberty Mutual Insurance agents are on the scene to help policyholders in their moment of need, regardless of whether the damage was self-inflicted or avoidable.

The campaign will feature several new ads throughout the year, with social extensions including a Facebook app that allows users to tag each other into "Human" experiences from the new commercials and share them with friends.

Fittingly, the musical score is provided by The Human League and its hit song, "Human."