Top NBC Series Talent to Direct One-Minute Film Shorts on Personal Responsibility

http://www.businesswire.com/news/home/20091008006228/en

Sixty-Second Films Are Latest Addition to Liberty Mutual`s Responsibility
Project

Scheduled to Air During NBC Primetime Shows From October 12-16
BOSTON & UNIVERSAL CITY, Calif.--(Business Wire)--
NBC and Liberty Mutual, the fifth largest property and casualty insurer in the
U.S., recently asked several of the network`s stars to answer the question -
"What does personal responsibility mean to you?" Their answers will be shared
via a series of one-minute film shorts and vignettes that will air during NBC's
primetime programming from Monday, October 12 through Friday, October 16.
Participating actors from the popular NBC primetime lineup include Anthony
Anderson ("Law & Order"), Connie Britton ("Friday Night Lights"), Zachary Levi
("Chuck"), Emmy nominee Jack McBrayer ("30 Rock") and Milo Ventimiglia
("Heroes") who each directed one of the five film shorts that address personal
responsibility and the decisions that confront people trying to "do the right
thing."

The one-minute film short series is the result of a collaboration between NBC
and Liberty Mutual, which is sponsoring the vignettes as part of its
Responsibility Project, an initiative focused on sparking conversations about
the meaning of personal responsibility using unique and entertaining content.

"Liberty Mutual created the Responsibility Project as a catalyst for a larger
conversation on the topic of personal responsibility, which has different
meanings for every person," said Paul Alexander, senior vice president,
communications, Liberty Mutual Group. "We are excited that partnering with NBC
on the one-minute film short series allows us to add another dimension to The
Responsibility Project, and thrilled to be involved in bringing to life some of
today`s most popular actors` creative interpretation of this concept."

Each of the minute-long film shorts will focus on the central theme of personal
responsibility and will air during the NBC shows: "Heroes," "The Biggest Loser,"
"The Jay Leno Show," "30 Rock" and "Law & Order." The films also will be
available after their on-air debut at NBC.com and
www.ResponsibilityProject.com.

Director Air Date Show
Milo Ventimiglia Monday, 10/12 During Heroes
Zachary Levi Tuesday, 10/13 During The Biggest Loser
Connie Britton Wednesday, 10/14 During Jay Leno
Jack McBrayer Thursday, 10/15 Premiere of 30 Rock
Anthony Anderson Friday, 10/16 During Law and Order

"We are excited about this project because it is innovative and has positive
benefits in so many directions," said Barbara Blangiardi, senior vice president,
Creative Partnerships & Innovation, NBC. "It's not only another chance to work
with Liberty Mutual, but it gives some of our talent a new avenue to express
themselves creatively and add thought-provoking content to our air."

This collaboration with NBC, which was developed and implemented by Boston-based
advertising agency, Hill Holliday, is the latest addition to Liberty Mutual`s
Responsibility Project. According to Hill Holliday`s CEO Mike Sheehan, "This
partnership between Liberty Mutual and NBC is just one example of how Liberty
Mutual is leading innovation in consumer engagement. We`re extremely proud to
work with a partner like Liberty Mutual, which is at the forefront of new
strategies to reach and create an emotional connection with their current and
future customers." Hill Holliday also developed Liberty Mutual`s Responsibility
Project, which uses independently produced short films, blogs, advertising and
television programming as catalysts for examining the decisions that confront
people trying to "do the right thing." The concept for the Responsibility
Project is the evolution of the Liberty Mutual ad campaign featuring the
tagline, "Responsibility. What`s your policy?" Launched in 2006 to promote
Liberty Mutual's approach to its business and customers, these ads showcased
personal acts of responsibility and daily examples of ordinary people making the
decision to do considerate things for strangers. In 2009, the Responsibility
Project has been supported by a national advertisement campaign that follows the
lives of a "typical" American family, the Marlowes, and how they confront
decisions of personal responsibility and what it means to "do the right thing."

For more information and content, visit www.ResponsibilityProject.com.

About NBC

NBC Entertainment develops and schedules a wide spectrum of programming for the
groundbreaking network`s primetime, late-night, and daytime schedules. NBC`s
quality programs and innovative lineup have earned it critical acclaim, ratings
success, particularly among young, upscale viewers, and numerous awards,
including many more Emmy Awards than any network in television history.

NBC`s more colorful roster of popular scripted series includes the three-time
Emmy-winning "30 Rock" (starring Golden Globe and multiple Emmy winners Tina Fey
and Alec Baldwin) and the Emmy-winning "The Office" (starring Golden Globe
winner and Emmy nominee Steve Carell). In addition, NBC offers such hit dramas
as "Heroes" -- NBC's #1 series of the 2007-08 season in 18-49 -- and the
powerful "Law & Order" franchise, anchored by the original "mother ship" series
that matched "Gunsmoke" as the longest-running drama series in the history of
television.

In the alternative series realm, NBC boasts "The Celebrity Apprentice," hosted
by Donald Trump and produced by Mark Burnett, as well as the popular competitive
weight-loss series "The Biggest Loser" -- which in Spring 2009 delivered its
biggest average audience since Fall 2004. Likewise, NBC shines in all seasons
with the unpredictable "America's Got Talent" -- the #1 original summer series
in total viewers of 2006, 2007, 2008 and 2009. NBC also airs fresh and original
miniseries and event programming throughout the year.

About Hill Holliday

Hill Holliday, owned by the Interpublic Group of Companies and headquartered in
Boston with offices in New York, Miami and Greenville, S.C., is one of the top
communication agencies in the nation. Hill Holliday has won every major award
for advertising excellence and effectiveness and has among its roster of clients
leading national and regional brands including Bank of America, Chili`s Grill &
Bar, Covidien, CVS/pharmacy, Dunkin` Donuts, Harvard Pilgrim Health Care, John
Hancock, The J.M. Smucker Company, King Pharmaceuticals, Liberty Mutual, The
Massachusetts State Lottery, Novartis, Partners HealthCare, TJX Companies, and
Verizon Wireless. Hill Holliday can be found on the Web at www.hhcc.com. Follow
us on Twitter: http://twitter.com/hillholliday

About The Responsibility Project

The Responsibility Project, created by Liberty Mutual, is an organic evolution
of the company`s ad campaign that showcased personal acts of responsibility and
daily examples of ordinary people making the decision to do considerate things
for strangers. These ads featured the tagline, "Responsibility. What`s your
policy?" Through The Responsibility Project, Liberty Mutual is using
entertaining content, including independently produced short films, blogs,
advertising and television programming, as catalysts for examining the decisions
that confront people trying to "do the right thing." The Responsibility
Project`s online community was launched in the beginning of 2008, and to date
there have been more than 4.6 million unique visitors to the site. Individuals
can participate in online conversations about personal responsibility and watch
and discuss live-action and animated short films at The Responsibility Project
Web site and online community at www.ResponsibilityProject.com.

About Liberty Mutual Group

Boston-based Liberty Mutual Group is a diversified global insurer and fifth
largest property and casualty insurer in the U.S. based on 2008 direct written
premium. The Company also ranks 86th on the NBC One-Minute Short Film
Partnership, page

Fortune 500 list of largest corporations in the U.S. based on 2008 revenue. As
of December 31, 2008, Liberty Mutual Group had $104.3 billion in consolidated
assets, $94.2 billion in consolidated liabilities and $28.9 billion in annual
consolidated revenue.

Liberty Mutual Group offers a wide range of insurance products and services,
including personal automobile, homeowners, workers compensation, commercial
multiple peril, commercial automobile, general liability, global specialty,
group disability, assumed reinsurance, fire and surety.

Liberty Mutual Group (www.libertymutualgroup.com) employs over 45,000 people in
more than 900 offices throughout the world.

Liberty Mutual
John Cusolito, 617-574-5512
john.cusolito@libertymutual.com
or
Ketchum for Liberty Mutual
Michael Stewart, 310-584-8307
Michael.stewart@ketchum.com
or
NBC Entertainment
Lesley Cerwin, 818-777-2888
lesley.cerwin@nbcuni.com

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