{"id":19642,"date":"2021-07-28T20:19:00","date_gmt":"2021-07-29T00:19:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19642"},"modified":"2026-09-15T20:22:10","modified_gmt":"2026-09-16T00:22:10","slug":"how-limu-emu-doug-became-liberty-mutuals-spokescharacter-duo","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-limu-emu-doug-became-liberty-mutuals-spokescharacter-duo\/19642\/","title":{"rendered":"How LiMu Emu &amp; Doug Became Liberty Mutual\u2019s Spokescharacter Duo"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor, Contributor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2019, global insurer <a href=\"https:\/\/www.libertymutualgroup.com\/index.php\/\" target=\"_blank\" rel=\"noreferrer noopener\">Liberty Mutual<\/a> entered the brand mascot space with their first spokescharacters LiMu Emu &amp; Doug.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Limu Emu and Doug (Liberty Mutual Commercial)\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/lGGEwe7LkS4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign, with creative content developed by Liberty\u2019s ad agency of record <a href=\"https:\/\/goodbysilverstein.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Goodby Silverstein &amp; Partners (GS&amp;P)<\/a>, introduced audiences to a pairing that put a twist on classic buddy cop duos. LiMu Emu &amp; Doug are on a mission to stop unsuspecting people from overpaying for insurance coverage. The partners are ready to explain why it\u2019s better to customize your insurance through Liberty Mutual and get exactly what you need instead. Well, Doug can provide more thorough explanations. LiMu\u2019s an emu, after all.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/07\/LibertyMutual_LST-SH017-R8-Yellow-scaled.jpg\" alt=\"\" class=\"wp-image-13408\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a lot that you might not know about the origins of these characters. How did Liberty Mutual decide to get into the spokescharacter game and where did the ideas for these specific characters come from?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I had the pleasure of speaking with Jenna Lebel, Chief Marketing Officer for Liberty Mutual Insurance, Global Retail Markets US, about their partnership with GS&amp;P in creating these characters. Lebel also gave us the inside scoop about Liberty Mutual mascots that might have been (including a misunderstood T. rex living in a modern world), the shorthand that inspires the name \u201cLiMu\u201d for LiMu Emu, and working on commercials amid the COVID-19 pandemic. We also get a rare glimpse at where these characters might go next in 2021 and beyond. Dare I say the Liberty Mutual canon has even <em>more <\/em>spokescharacters that might make a debut?<\/p>\n\n\n\n<h3 id=\"h-limu-emu-amp-doug-have-been-spokescharacters-for-liberty-mutual-since-2019-did-liberty-mutual-previously-have-any-brand-mascots-or-are-these-characters-fresh-representatives\" class=\"wp-block-heading\"><strong>LiMu Emu &amp; Doug have been spokescharacters for Liberty Mutual since 2019. Did Liberty Mutual previously have any brand mascots or are these characters fresh representatives?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">LiMu Emu &amp; Doug are the first official brand mascots of Liberty Mutual. Prior to their 2019 launch, Liberty\u2019s advertising centered around consistent construct-driven campaigns, like our long-running Truth Tellers campaign which leverages a consistent setting on the boardwalk in front of the Statue of Liberty and runs in-market alongside LiMu &amp; Doug today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We had a lot of success with our Truth Tellers campaign and wanted to continue to find a way to keep Liberty Mutual top of mind with consumers. Branded spokescharacters presented an opportunity to do just that. When we set out to develop the new spokescharacters we knew they needed to be memorable to stand out and breakthrough in the competitive insurance space. We developed over a dozen concepts and put them in front of over 18,000 consumers in both quantitative and qualitative settings. LiMu Emu &amp; Doug rose to the top with consumers and with us. The buddy duo was familiar to people, but there was this unexpected twist of a man with a flightless bird that made it humorous and unforgettable.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/07\/Backtoback_Doug_LIMU_ASSET0461_R8-RETOUCHED-scaled.jpg\" alt=\"\" class=\"wp-image-13407\"\/><\/figure>\n\n\n\n<h3 id=\"h-what-were-the-conversations-like-in-trying-to-determine-what-or-who-the-brand-mascots-for-liberty-mutual-would-be-how-did-you-reach-the-point-of-an-emu-with-a-human\" class=\"wp-block-heading\"><strong>What were the conversations like in trying to determine what, or who, the brand mascots for Liberty Mutual would be? How did you reach the point of an emu with a human?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We were truly open to all types of spokescharacters during the exploration phase of campaign development. What set LiMu Emu &amp; Doug apart from other options was the unexpected twist on the familiar buddy-duo genre that\u2019s existed in pop culture for decades. The characters were one part familiar and one part unexpected. The fresh take on that familiar trope and it gave us the ability to bring to life our message \u2013 Liberty Mutual customizes your car insurance so you only pay for what you need \u2013 in a truly fun way. Not only does LiMu rhyme with Emu, but it\u2019s also shorthand for Liberty Mutual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We had a lot of fun during development and saw over a dozen great concepts. To name a couple, we looked at a talking pigeon in yellow pants who lived on Liberty Island and a misunderstood tyrannosaurus rex living in a modern world.<\/p>\n\n\n\n<h3 id=\"h-what-messages-do-limu-emu-amp-doug-share-regarding-liberty-mutual-with-audiences\" class=\"wp-block-heading\"><strong>What messages do LiMu Emu &amp; Doug share regarding Liberty Mutual with audiences?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">LiMu Emu &amp; Doug think it\u2019s a crime to overpay for insurance so they are constantly trying help our customers get the best value out of their insurance policy by customizing their coverage, so they have the exact coverage they need and save money.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/ln8Im11I7FA\">https:\/\/youtu.be\/ln8Im11I7FA<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In recent work, they\u2019ve highlighted some of Liberty Mutual\u2019s digital products, like our Coverage Customizer Tool, which gives customers discounts and recommendations, so they only pay for what they need. LiMu &amp; Doug will continue to talk about new and innovative products that can help customers get the right coverage they need and drive savings. And we\u2019ll continue to do that in a way that resonates with audiences.<\/p>\n\n\n\n<h3 id=\"h-goodby-silverstein-amp-partners-helped-develop-the-creative-content-surrounding-the-duo-how-would-you-describe-their-dynamic-and-respective-personalities\" class=\"wp-block-heading\"><strong>Goodby Silverstein &amp; Partners helped develop the creative content surrounding the duo. How would you describe their dynamic and respective personalities?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The partnership with Goodby has been exceptional, and their creative prowess and strategic guidance in the development of the campaign cannot be overstated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a team, we have a strong sense of who the characters are and aren\u2019t. Doug is a passionate and highly trained customized insurance expert\u2026and LiMu is a wild bird. LiMu does not speak but tends to take the spotlight away from Doug. They have a long, untold to this point, history and are partners and best friends in addition to being the dynamic duo of the insurance world.<\/p>\n\n\n\n<h3 id=\"h-what-about-the-origins-of-the-character-names\" class=\"wp-block-heading\"><strong>What about the origins of the character names?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">LiMu Emu solidified his name before Doug did. LiMu is a play on Liberty Mutual, and just happens to rhyme with emu. GS&amp;P brought the name with the concept fully formed. We went through a few options before we landed on Doug\u2019s name, but as soon as we heard it, we knew it was the one.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/07\/LibertyMutual.png\" alt=\"\" class=\"wp-image-13410\"\/><\/figure>\n\n\n\n<h3 id=\"h-the-matching-outfits-are-a-fantastic-detail-who-came-up-with-the-idea-that-the-pair-would-dress-alike-or-as-alike-as-possible-for-an-emu-and-human\" class=\"wp-block-heading\"><strong>The matching outfits are a fantastic detail. Who came up with the idea that the pair would dress alike, or as alike as possible for an emu and human?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">From the first concept meeting, we were aligned with GS&amp;P that our duo would have matching uniforms. As we got into further development of the characters and who they are \u2013 we dove deep into the uniforms and accessories they\u2019d each wear. With the exception of pants, LiMu wears everything Doug does \u2014 including the iconic aviators.<\/p>\n\n\n\n<h3 id=\"h-what-are-some-of-your-favorite-commercials-over-the-years\" class=\"wp-block-heading\"><strong>What are some of your favorite commercials over the years?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We have quite a few rounds of production and final ads under our belt at this point, and they each bring their own unique qualities.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Liberty Mutual - Volleyball\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/AGLCTjoVDYQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For me, the \u2018Volleyball\u2019 spot that ran in 2019 into 2020 rises to the top. The ad is memorable, funny, and shows everyone a glimpse into LiMu Emu &amp; Doug\u2019s lives outside of work, and how even during an intense game of beach volleyball, Doug can\u2019t help but to be laser-focused on customized coverage so people only pay for what they need.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/K9YzJhSqSAI\">https:\/\/youtu.be\/K9YzJhSqSAI<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another one of my favorites is \u201cFilter\u201d which is the spot where LiMu &amp; Doug are video chatting and Doug accidentally applies various filters, including a LiMu one (which doesn\u2019t go over well with LiMu). It was a very scrappy production filmed at \u201cDoug\u2019s\u201d home when production in LA was shut down during the pandemic, but you could never tell by looking at the finished spot.<\/p>\n\n\n\n<h3 id=\"h-it-s-my-understanding-that-limu-is-a-cgi-emu-and-not-a-real-emu-correct-what-all-goes-into-creating-a-cgi-emu-and-how-does-it-get-properly-animated-for-ad-campaigns-nbsp\" class=\"wp-block-heading\"><strong>It&#8217;s my understanding that LiMu is a CGI emu and not a real emu, correct? What all goes into creating a CGI emu and how does it get properly animated for ad campaigns?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s right. In our ads LiMu is mostly CGI, which gives us the ability to show him doing specific scripted actions \u2013 like running on the treadmill in our current \u201cGym\u201d spot.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/hVELJwd4Twc\">https:\/\/youtu.be\/hVELJwd4Twc<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We worked with GSP and The Mill to develop the CG model for LiMu in the upfront of the campaign. We underwent a thorough development exploratory to ensure the model\u2019s look and texture \u2013 and the team brings each of LiMu\u2019s animations to life based on our original model. We do typically have emus on set, along with animal safety supervisors, to get a good frame of reference, but we use CG to augment what we\u2019re able to capture on film.<\/p>\n\n\n\n<h3 id=\"h-what-has-the-audience-reception-to-limu-emu-and-doug-been-like-since-the-ads-debuted\" class=\"wp-block-heading\"><strong>What has the audience reception to LiMu Emu and Doug been like since the ads debuted?<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/07\/LibertyMutual_2.png\" alt=\"\" class=\"wp-image-13414\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The reaction from consumers has been tremendous. Consumers have been so generous in their feedback and fandom. We hear from fans of all ages on social. Halloween has become an especially fun time of year \u2013 we\u2019ve seen LiMu Emu &amp; Doug costumes on adults, children, babies, and even pets!&nbsp; And we\u2019re starting to see LiMu Emu &amp; Doug in pop culture as well with mentions on both <em>Saturday Night Live<\/em> and <em>Jeopardy!<\/em> recently.<\/p>\n\n\n\n<h3 id=\"h-amid-the-ongoing-covid-19-pandemic-limu-emu-and-doug-have-remained-funny-and-relatable-as-they-gradually-re-enter-the-next-normal-what-do-you-think-the-future-has-in-store-for-these-characters\" class=\"wp-block-heading\"><strong>Amid the ongoing COVID-19 pandemic, LiMu Emu and Doug have remained funny and relatable as they gradually re-enter the next normal. What do you think the future has in store for these characters?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We talk often about what\u2019s next for LiMu Emu &amp; Doug. In the future, we\u2019ll see them sharing new digital products and savings opportunities with customers in new and exciting ways. They will continue to bring their enthusiasm for customized coverage everywhere they go as we see them in new settings and situations. We\u2019ll likely start seeing more of their inner circle through the introduction of new characters as we start to tell more of their long history as partners and best friends. Not much is off limits with this duo.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/B7HSPNwBV0A\">https:\/\/youtu.be\/B7HSPNwBV0A<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also get a lot of social love for the female emu in our ads &#8211; she\u2019s been in two, including our \u201cGrilling Out\u201d spot that\u2019s currently on air. She\u2019s LiMu\u2019s partner and her name is Linda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Keep up with LiMu Emu &amp; Doug\u2019s latest (and ongoing) antics at <a href=\"https:\/\/twitter.com\/LiMuEmuDoug\" target=\"_blank\" rel=\"noreferrer noopener\">@LiMuEmuDoug<\/a> on Twitter!<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image credits: Liberty Mutual<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2019, global insurer Liberty Mutual entered the brand mascot space with their first spokescharacters LiMu Emu &#038; Doug.<\/p>\n","protected":false},"author":26,"featured_media":19643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How LiMu Emu &amp; Doug Became Liberty Mutual\u2019s Spokescharacter Duo | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-limu-emu-doug-became-liberty-mutuals-spokescharacter-duo\/19642\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How LiMu Emu &amp; Doug Became Liberty Mutual\u2019s Spokescharacter Duo\" \/>\n<meta property=\"og:description\" content=\"In 2019, global insurer Liberty Mutual entered the brand mascot space with their first spokescharacters LiMu Emu &amp; Doug.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-limu-emu-doug-became-liberty-mutuals-spokescharacter-duo\/19642\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-29T00:19:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-16T00:22:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-15-at-5.21.27-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1890\" \/>\n\t<meta property=\"og:image:height\" content=\"1056\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"becky\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-limu-emu-doug-became-liberty-mutuals-spokescharacter-duo\\\/19642\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-limu-emu-doug-became-liberty-mutuals-spokescharacter-duo\\\/19642\\\/\"},\"author\":{\"name\":\"becky\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\"},\"headline\":\"How LiMu Emu &amp; 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