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LiMu Emu and Doug

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The Resume

    (2019- )
    Promote Liberty Mutual Insurance
    Created by Goodby Silverstein & Partners
    Doug portrayed by David Hoffman
    LiMu Emu portrayed by a combination of actual emus and CGI effects

Why they might be annoying:

    They spread the news that you can customize your insurance with Liberty Mutual – just as you could with any other insurance company.
    We suspect they would not have gone with a large, irritable bird as a corporate mascot if ‘emu’ hadn’t rhymed with ‘LiMu.’
    Even some of the Liberty Mututal customers in the commercials seem a bit freaked by the emu’s behavior.
    In addition to insurance, Liberty Mutual’s website offers for sale LiMu Emu & Doug t-shirts and socks, and aviator sunglasses like the ones the pair sport in their ads.

Why they might not be annoying:

    Their commercials boosted Liberty Mutual’s ad recall by 25%..
    They parody 70s buddy cop shows.
    They are a massive improvement over the company’s previous ‘Truth Tellers’ ad campaign, which alternated commercials in which self-entitled people who never heard of the concept of depreciation whine that the check they got from their non-LiMu insurance company is only two-thirds what they originally paid for the car they just totaled, with commercials in which self-entitled people who never heard of the concept of personal responsibility act outraged that the premiums on their non-LiMu policy went up just because they plowed their car into another vehicle. (And the commercials glossed over the minor facts that (1) if you want a policy with accident forgiveness or new car replacement coverage, LiMu is going to charge extra; and (2) you can get those features on a policy with most insurers, not just Liberty Mutual.)

Credit: C. Fishel


Featured in the following Annoying Collections:

Year In Review:

    In 2023, Out of 89 Votes: 66.29% Annoying
    In 2022, Out of 100 Votes: 55.00% Annoying
    In 2021, Out of 136 Votes: 66.18% Annoying
    In 2020, Out of 88 Votes: 47.73% Annoying