Liberty Mutual Launch New USOC Advertising Campaign for Sochi

By Community | February 6, 2014

Liberty Mutual Insurance, which sponsors the U.S. Olympic and Paralympic Teams as Official Property and Casualty and Life Insurance Partner, has launched a new advertising campaign centered on the theme of “Rise.” for the Sochi 2014 Olympics.

The campaign celebrates what can be achieved through adversity, highlights what is possible with the support of others, and showcases the determination in all who face a setback to come back and “Rise.”

Debuting as part of the Sochi 2014 Olympic Winter Games Opening Ceremony U.S. broadcast beginning at 7:30 p.m. EST on NBC, the campaign features three 30-second television spots and one 1-minute commercial.  

The advertisements, “Missteps,” “Trail Back” and “Twists & Turns,” all highlight the comeback story theme — whether it’s Kerri Strug’s iconic vault landing that led her 1996 U.S. Women’s Gymnastics Team to gold — or a Midwest American family coming back from the devastation of being victim to a tornado. The television ads, which also revisit the unforgettable 1980 Olympic Winter Games when Team USAhockey rose to victory over the Soviet Union national team, will air throughout the Sochi 2014 Olympic Winter Games and continue through the duration of the Paralympic Winter Games in March.

“The comeback story is part of the fabric of American culture for a reason — small or large, setbacks happen to all of us at some point or another — and we always look within ourselves, and to the support of others, to rise,” said Paul G. Alexander, Liberty Mutual Insurance chief communications officer. “Liberty Mutual Insurance not only embraces second chances, we are a catalyst to guide people on the path to comeback. We wanted to capture and embrace this theme with our “Rise” campaign and corresponding new television spots to showcase iconic setbacks and comebacks through U.S. Olympic history.”

After debuting on NBC during the Opening Ceremony, the four broadcast spots will continue to air throughout the Olympic Winter Games coverage on NBC’s family of broadcast networks and will be supported by a significant number of additional broadcast assets, including billboard and bumpers, to promote Liberty Mutual Insurance’s status as official partner of the USOC and Team USA.