TOP NBC SERIES TALENT TO DIRECT ONE-MINUTE FILM SHORTS ON PERSONAL RESPONSIBILITY

NBC and Liberty Mutual, the fifth largest property and casualty insurer in the U.S., recently asked several of the network’s stars to answer the question – “What does personal responsibility mean to you?”  Their answers will be shared via a series of one-minute film shorts and vignettes that will air during NBC’s primetime programming from Monday, October 12 through Friday, October 16. Participating actors from the popular NBC primetime lineup include Anthony Anderson (“Law & Order”), Connie Britton (“Friday Night Lights”), Zachary Levi (“Chuck”), Emmy nominee Jack McBrayer (“30 Rock”) and Milo Ventimiglia (“Heroes”) who each directed one of the five film shorts that address personal responsibility and the decisions that confront people trying to “do the right thing.”

The one-minute film short series is the result of a collaboration between NBC and Liberty Mutual, which is sponsoring the vignettes as part of its Responsibility Project, an initiative focused on sparking conversations about the meaning of personal responsibility using unique and entertaining content.

“Liberty Mutual created the Responsibility Project as a catalyst for a larger conversation on the topic of personal responsibility, which has different meanings for every person,” said Paul Alexander, senior vice president, communications, Liberty Mutual Group. “We are excited that partnering with NBC on the one-minute film short series allows us to add another dimension to The Responsibility Project, and thrilled to be involved in bringing to life some of today’s most popular actors’ creative interpretation of this concept.”

Each of the minute-long film shorts will focus on the central theme of personal responsibility and will air during the NBC shows:  “Heroes,” “The Biggest Loser,” “The Jay Leno Show,” “30 Rock” and “Law & Order.” The films also will be available after their on-air debut at NBC.com and www.ResponsibilityProject.com

Milo Ventimiglia:  Monday, 10/12  — During Heroes
Zachary Levi:  Tuesday, 10/13 — During The Biggest Loser
Connie Britton:  Wednesday, 10/14 — During Jay Leno
Jack McBrayer:  Thursday, 10/15 — Premiere of 30 Rock
Anthony Anderson:  Friday, 10/16 — During Law and Order

“We are excited about this project because it is innovative and has positive benefits in so many directions,” said Barbara Blangiardi, senior vice president, Creative Partnerships & Innovation, NBC.  “It’s not only another chance to work with Liberty Mutual, but it gives some of our talent a new avenue to express themselves creatively and add thought-provoking content to our air.”

This collaboration with NBC, which was developed and implemented by Boston-based advertising agency, Hill Holliday, is the latest addition to Liberty Mutual’s Responsibility Project. According to Hill Holliday’s CEO Mike Sheehan, “This partnership between Liberty Mutual and NBC is just one example of how Liberty Mutual is leading innovation in consumer engagement.  We’re extremely proud to work with a partner like Liberty Mutual, which is at the forefront of new strategies to reach and create an emotional connection with their current and future customers.” Hill Holliday also developed Liberty Mutual’s Responsibility Project, which uses independently produced short films, blogs, advertising and television programming as catalysts for examining the decisions that confront people trying to “do the right thing.”  The concept for the Responsibility Project is the evolution of the Liberty Mutual ad campaign featuring the tagline, “Responsibility.  What’s your policy?”  Launched in 2006 to promote Liberty Mutual’s approach to its business and customers, these ads showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers.  In 2009, the Responsibility Project has been supported by a national advertisement campaign that follows the lives of a “typical” American family, the Marlowes, and how they confront decisions of personal responsibility and what it means to “do the right thing.”

For more information and content, visit www.ResponsibilityProject.com.

About Hill Holliday
Hill Holliday, owned by the Interpublic Group of Companies and headquartered in Boston with offices in New York, Miami and Greenville, S.C., is one of the top communication agencies in the nation. Hill Holliday has won every major award for advertising excellence and effectiveness and has among its roster of clients leading national and regional brands including Bank of America, Chili’s Grill & Bar, Covidien, CVS/pharmacy, Dunkin’ Donuts, Harvard Pilgrim Health Care, John Hancock, The J.M. Smucker Company, King Pharmaceuticals, Liberty Mutual, The Massachusetts State Lottery, Novartis, Partners HealthCare, TJX Companies, and Verizon Wireless. Hill Holliday can be found on the Web at www.hhcc.com. Follow us on Twitter: http://twitter.com/hillholliday

About The Responsibility Project
The Responsibility Project, created by Liberty Mutual, is an organic evolution of the company’s ad campaign that showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. These ads featured the tagline, “Responsibility. What’s your policy?” Through The Responsibility Project, Liberty Mutual is using entertaining content, including independently produced short films, blogs, advertising and television programming, as catalysts for examining the decisions that confront people trying to “do the right thing.” The Responsibility Project’s online community was launched in the beginning of 2008, and to date there have been more than 4.6 million unique visitors to the site. Individuals can participate in online conversations about personal responsibility and watch and discuss live-action and animated short films at The Responsibility Project Web site and online community at www.ResponsibilityProject.com.

About Liberty Mutual Group
Boston-based Liberty Mutual Group is a diversified global insurer and fifth largest property and casualty insurer in the U.S. based on 2008 direct written premium.  The Company also ranks 86th on the 
Fortune 500 list of largest corporations in the U.S. based on 2008 revenue.  As of December 31, 2008, Liberty Mutual Group had $104.3 billion in consolidated assets, $94.2 billion in consolidated liabilities and $28.9 billion in annual consolidated revenue.

Liberty Mutual Group offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, commercial multiple peril, commercial automobile, general liability, global specialty, group disability, assumed reinsurance, fire and surety.

Liberty Mutual Group (www.libertymutualgroup.com) employs over 45,000 people in more than 900 offices throughout the world.

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