For a while, Liberty Mutual’s approach was to show an actor in front of the Statue of Liberty, talking about how the coverage they received helped or improved their lives, or how not having it made their lives harder. Eventually they realized it was time for a change and they asked for two spots to tell two different kinds of stories, a heartwarming one about a family’s journey to the Statue of Liberty, shot cinematically and another 15 second spot infused with storytelling and humor.