February 6, 2014 - For many U.S. Olympic athletes, the road to the Sochi 2014 Olympic Winter Games has been scattered with setbacks that had to be overcome to rise to their sport’s pinnacle. Similarly, everyday Americans face obstacles small and large. As the Olympic Winter Games open today in Sochi, Russia, Liberty Mutual Insurance, the Official Property and Casualty and Life Insurance Partner of the 2014 and 2016 U.S. Olympic and Paralympic Teams, unveils the brand’s new advertising campaign centered on the theme of “Rise.” 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 USA hockey 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.
Liberty Mutual Insurance’s Ongoing Commitment to Team USA
While the brand’s advertising creative focuses on the iconic comeback and rise stories of Team USA athletes past, Liberty Mutual Insurance has embraced the current comeback theme with its own Team Liberty Mutual. The 13 U.S. Olympic and Paralympic athletes are bound together by their unique stories of setbacks and comebacks. Much as the company helps its policyholders get back on their feet after natural disasters or accidents, Team Liberty Mutual represents the power of human persistence. Team Liberty Mutual includes: Max Aaron (figure skating); J.R. Celski (short track speedskating); Jazmine Fenlator (bobsled); Jen Hudak (freestyle skiing); Jessica Jerome (ski jumping); Chris Klug (snowboarding legend); Jocelyne and Monique Lamoureux (ice hockey); Rico Roman (sled hockey); Andy Soule (Paralympic nordic skiing/biathlon); Picabo Street (alpine skiing legend); Katie Uhlaender (skeleton); and Seth Wescott (snowboardcross).
Additionally, Liberty Mutual Insurance recently announced its commitment to Team USA even after the podium ceremonies that will take place this February in Sochi. Liberty Mutual, with the U.S. Olympic Committee, will protect Team USA athletes’ greatest reward by insuring each gold, silver or bronze medal won by U.S. Olympic and Paralympic athletes competing in the Sochi 2014 Olympic and Paralympic Winter Games and the Rio 2016 Olympic and Paralympic Games.
To follow Team Liberty Mutual leading up to and during the Olympic and Paralympic Winter Games, visit LibertyMutual.com/TeamUSA and join the conversation at Facebook.com/LibertyMutual or by following #RISE.
About Liberty Mutual Insurance
"Helping people live safer, more secure lives" since 1912, Boston-based Liberty Mutual Insurance is a diversified global insurer and the third largest property and casualty insurer in the U.S. based on 2012 direct premiums written as reported by the National Association of Insurance Commissioners. The company ranks 81st on the Fortune 100 list of largest U.S. corporations based on 2012 revenue.
Liberty Mutual Insurance offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, property, commercial automobile, general liability, global specialty, group disability, reinsurance and surety. Liberty Mutual Insurance (www.libertymutualinsurance.com) employs over 50,000 people in approximately 900 offices throughout the world. Liberty Seguros (Brazil) is a National Supporter and Official Insurer of the 2014 FIFA World Cup and the 2013 FIFA Confederation Cup, both of which are in Brazil.
About the USOC
Founded in 1894 and headquartered in Colorado Springs, Colo., the U.S. Olympic Committee serves as both the National Olympic Committee and National Paralympic Committee for the United States. As such, the USOC is responsible for the training, entering and funding of U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and Parapan American Games, while serving as a steward of the Olympic and Paralympic Movements throughout the country. For more information, visit TeamUSA.org.
Press Contacts:
John Cusolito
Liberty Mutual Insurance
617-574-5512
john.cusolito@libertymutual.com
Sarah Smedley
Ketchum Sports & Entertainment
212-796-9813
sarah.smedley@ketchum.com
