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Yes. And… in Advertising

- Friday, March 26th, 2010

Liberty Mutual – utilizing the “Yes, And…” in commercials.

Presently, one of the best examples of “Yes, And…” in commercials is the Liberty Mutual “Helping Hands” campaign. In the commercial we see a stranger help someone in need, which is witnessed by another stranger who, in turn, helps out another stranger, and so on, and so on. This commercial appeals to the moral barometer within all of us, as there are no barriers in who helps who – black, white, male, female, young, old – everyone takes care of everyone else. How they help varies as well. Sometimes they avoid injury, sometimes it’s just being polite. It appeals to how we, as people, want to see the best in ourselves and others. It supports Liberty Mutual as an insurance company that wants to take care of you. The story is continually furthered and, in the end, it loops back to the beginning, showing the first stranger seeing another stranger helping someone, which inspires them to help someone. Well done Liberty Mutual.

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