Decoding the Birdie: Liberty Mutual’s Personalized Insurance
Overall Score
57/100
Highest Focus
Highest Focus (90.71 at 28s):Viewer focus reached its highest point at 28 seconds, when the commercial’s CTA was displayed—indicating strong visual engagement with the closing message.
Lowest Focus
Lowest Focus (30.86 at 25s):Focus dropped notably at 25 seconds when on-screen text appeared, suggesting it may have disrupted visual flow or lacked sufficient impact.
Highest Clarity
Highest Attention (81.1 at 25s):Attention spiked at 25 seconds when text and voiceover were presented together, showing strong engagement with dual-format messaging.
Lowest Clarity
Lowest Attention (18.09 at 28s):Attention dropped at 28 seconds during the CTA, likely due to minimal visual movement, despite it being a high-focus moment.
Highest Attention
Highest Clarity (98.7 at 27s):Clarity peaked at 27 seconds when the brand logo was paired with the familiar jingle—an effective brand cue that resonated strongly with viewers.
Lowest Attention
Lowest Clarity (48.72 at 8s):Clarity dropped when Doug randomly mentions customizable insurance, leaving the golfer confused—likely due to the abrupt, out-of-context delivery.
Summary
Liberty Mutual’s latest ad takes a playful swing at insurance marketing with a clever golf pun. Featuring a literal bird on a golf course—who ironically dislikes golf—the ad uses humor to highlight a deeper message: not every bird likes golf, just like not every customer needs the same insurance plan.This sets up their core proposition: Liberty Mutual customizes coverage so you only pay for what you need. The ad resonated well, with focus peaking at 90.71 at 28 seconds during the CTA and clarity hitting 98.7 at 27 seconds when the logo and jingle appeared. However, attention dipped to 18.09 at the end—likely due to minimal on-screen movement despite strong visual clarity.All in all, it’s a quirky yet effective metaphor that lands the message with just the right touch of humor.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Strengthen Brand Tie-In Earlier:The metaphor is fun but feels slightly disconnected from the product until the very end.
