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

Mon Oct 12, 2009 9:00am EDT

* Reuters is not responsible for the content in this press release.

Top NBC Series Talent to Direct One-Minute Film Shorts on Personal
Sixty-Second Films Are Latest Addition to Liberty Mutual's Responsibility
Project Scheduled to Air During NBC Primetime Shows From October 12-16

BOSTON and UNIVERSAL CITY, Calif., Oct. 12 /PRNewswire/ -- 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

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(TM), an initiative focused on sparking conversations
about the meaning of personal responsibility using unique and entertaining

"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 are 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 and  

          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 

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

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

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 Follow us on Twitter:

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 

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 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 ( employs over 45,000 people
in more than 900 offices throughout the world.

SOURCE  Liberty Mutual Group

John Cusolito of Liberty Mutual, +1-617-574-5512,; or Michael Stewart of Ketchum,
+1-310-584-8307,, for Liberty Mutual; or Lesley
Cerwin of NBC Entertainment, +1-818-777-2888,
Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.