Branded Content, aka Advertainment. What’s Your Policy?

“Transit,” a short film by Steph Green
The Responsibility Project from Liberty Mutual is a microsite that builds on the brand’s “Resonsibility. What’s Your Policy?” ad campaign.
Here’s how the brand describes it:

It all began when we ran a TV commercial about people doing things for strangers. The response was truly overwhelming. Thousands of emails and letters from people all over the country thanking us.
We thought, if one TV spot from Liberty Mutual can get people thinking and talking about responsibility, imagine what could happen if we went a step further? So we created a series of short films, and this website, as an exploration of what it means to do the right thing.

[via 3 Minute Ad Age]
[UPDATE] Just noticed that Ernie Schenck of Hill Holliday has a producer credit on this short.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. These clowns are responsible for this

  2. Unfortunate, but a bunch of people were asking tough questions at the time of Tilley’s death. And I’m not sure it’s a bad thing for a corporate blog to push the limits. If a lawyer had been looking over the corporate blogger’s shoulder on this, it might not have been posted. Would that have been best for the brand? Hard to say.

  3. There goes HJ again, always p.o.’d. Why so serious?

  4. what makes you think i’m serious?