Liberty Mutual Presents The LiMu Emu (And Doug)

In its newest campaign, Liberty Mutual brings us a ’70s-esque buddy cop parody featuring an emu (the appropriately named LiMu Emu), and his human partner Doug. As LiMu gets confused after seeing his own reflection and vomits up change in the office, Doug explains some of the merits of Liberty Mutual. They’re pretty dumb but mildly amusing ads, created by Goodby Silverstein & Partners. Will this have more, less, or the same popularity as Liberty Mutual’s campaign with people talking in front of the Statue of Liberty? Only time will tell. If you’re wondering, Doug is played by David Hoffman.



About joshw24
31 year old guy. Into sports, pop culture, advertising, and trivia among other things.

79 Responses to Liberty Mutual Presents The LiMu Emu (And Doug)

  1. Thanks for sharing! Was talking about this at work today, watching insurance industry change trends.

    • Aaron says:

      This is a really stupid ad campaign. The Emu looks like it is being strangled by the shirt he/she is in owing it has a skinny neck less feathers. Even though I know it has short useless wings, it makes it look like the forearms have been hacked off leaving stumps. It looks disgusting. And cruel to the bird.

      • Carl Brackett says:

        I agree very stupid

      • Barbara J Fay says:

        This is the dumbest commercial ever!! I agree with Aaron that it’s a stupid ad! An emu isn’t exactly the friendliest creature to use in an ad for anything! Whoever came up with this idea should be canned! Or, better yet, locked in a room with the emu for a few hours.

      • Glenn says:

        I hate the Emu ads. Seeing an Emu throw up is just disgusting. In my case, it does not endear the company to me. But to each his own, Lots of people that love the ads. The fact that we are all talking about it says something.

      • Raven says:

        The Emu is a CGI (computer-generated image), so no harm was done to the “fake” bird.

      • Jenni Kirkland Johns says:

        The emu commercials are parodies of all the other increasingly tiresome insurance commercials which use sanitized CGI versions of various animals.

        The joke which makes the emu stand apart is in the lack of humanization of the emu – he acts like a real emu would, not speaking, not telling jokes, not trying to charm us into buying insurance. The emu couldn’t care less about insurance. Nope, he just tears into some paper and spits up on the desk. He’s doing his emu thing. I suspect there’s some CGI involved, maybe a puppet, but I could believe they just put a shirt and glasses on a tame emu and let the camera roll. Doug’s role as sidekick is to make the situation more ridiculous through inappropriate gravitas.

        As far as achieving the urgent goals of cutting through the clutter and creating a message that people will pay attention to, these commercials are a huge success. Well done.

    • The Dowager Duchess of Dorado says:

      Animal abuse pure and simple. Screw Liberty Mutual. I will never buy from animal abusers.

      • Jenni Kirkland Johns says:

        I hope you are a vegan. If you ever saw the abuse a chicken must go through to end up on your dinner plate, you’d see an emu wearing a shirt is no big deal.

  2. J Perry says:

    The emu commercials are the best by far

    • Carl Brackett says:

      You must be very lonely person to think these commercials are the best , they are so stupid I can’t even post how I really feel

      • Linny says:

        Well that’s the wonderful thing about being your own person – you can think whatever you want, but if someone doesn’t agree – that doesn’t give you the right to label them as “lonely” or anything else. Grow up – you don’t always get your way.

    • Linny says:

      I agree, J Perry. Very original!

    • joe says:

      They suck

  3. Kathryn Kappler says:

    Love emu commercial, better than Geiko gecko, right up there with an ad with a camel in it, and a couple of great dog commercials. The team of emu and partner is outstanding. Very unusual, no doubt a lot of patience to shoot. MORE PLEASE!

  4. CCampo says:

    This is a BIG “swing and a miss” from Goodby Silverstein & Partners.

    There is nothing remotely creative – or, humorous – about the “LiMu & Doug” spots. They’re simply derivative of the “off-the-wall”, non-sequitur comedy-infused commercials that other insurance agencies, such as GEICO and Progressive, have been running for years. Liberty Mutual was the proverbial “day late and a dollar short” in committing to such a campaign and, as a result, they’re efforts seem stale in comparison.

    Plus, it doesn’t help that GS&P’s approach in putting the spots together seems to have been of the “let’s throw a ton of crap at the wall and hope that some of it stcks” variety. Wacky and exotic animal mascot? Check! Eccentric human spokes-character? Check! Spoof of a familiar film/TV trope (in this case, the terse, loose-cannon cop or private detective? Check! Throw all of the ingredients into an ostensibly creative “blender” and hope that viewers don’t notice the spots are bereft of anything approaching true humor? Check!

  5. R. Pilz says:


  6. Brooklyn Reader says:

    I’m curious how the ad was shot. Were the emu and “Doug” actually shot together at the same time in front of the camera, or was there some green screen and assembly required?

    • mlbhgc says:

      The emu is a CG (computer generated image). So the commercial was filmed/edited the same as other videos using CG images.

  7. Alyse says:

    Enjoying your emu ad change instead of the stilted people talking to the camera. Cute and clever!

  8. Frazier Beatty says:

    Horrible ….

  9. Jenni Brown says:

    What is that lady’s name in this commercial?

  10. SW says:

    I am very bothered & offended that you would show this lovely animal crashing his beak against a storefront window.
    The organization for the Prevention of Cruelty to Animals should be protesting this tv ad!

    • Alan G. says:

      It did seem the emu was placed purposely in a dangerous situation to cause the hard beak strike to the glass, leaving a large mark on the glass. Poor emu.

      • mlbhgc says:

        Limu is NOT a real emu. It is computer generated. No emu was harmed making this commercial.

      • joshw24 says:

        Yes. It’s hilariously depressing how many people don’t see this.

      • Raven says:

        IT ISN’T A REAL EMU! It is a CG (computer-generated image.) So there was no harm done to the CG bird.

    • mlbhgc says:

      SW, please don’t be bothered or offended. Limu is NOT REAL. It’s a computer generated (CG) emu. As far as I know, CG wildlife cannot feel pain so I think PETA will be ok.

    • Ann says:

      I agree and posted my opinion, as well. There should be a way to report this!!!

  11. Cathy R. Smith says:

    With all the debauchery in the world, it i SO refreshing to see simple humor!!! Love these commercials. People have maybe lost their sense of humor. I for one would be proud to have a LiMu and Doug coffee cup!!!!!!!!!! Sensational ad campaign!!! Make more!!!!!

    • mlbhgc says:

      Agree. People need to loosen up a bit. This commercial gives me a chuckle every time I see it.

    • lena says:

      Amen to that! Simple, funny, non-political ad with a memorable jingle. Always makes me chuckle. A LiMu and Doug coffee cup is a great idea. Good job -Goodby Silverstein & Partners!

  12. Cyndi Costello says:

    This is the stupidest commercial ever! The Statue of Liberty ones were tolerable but this emu commercial makes me turn the channel. Ditch it. It insults my intelligence.

  13. Skip says:

    Having the bird peck his head into the window is nothing short of cruelty and not remotely funny.

    • mlbhgc says:

      Skip, Limu is NOT a live emu. It is a computer generated (CG) animation that was created by a team of very skilled artists. No live emus were used, or harmed, in the making of this commercial. Do a little research. You might be amazed at the effort it took to make the emu so realistic.

  14. Corve Ransom says:

    Finally Liberty has a commercial I love! LiMu Emu and Doug cracks me up. Yes it’s silly but it is also amusing. Emus glasses are so crooked and his head movements are hysterical. Doug fits right in with the old partner cop shows.

    • Jeanette says:

      I agree! I actually look for the commercials during commercial breaks. I also love emus glasses and his head movements. Liberty Mutual hit it out of the park with Limu Emu and Doug!

  15. Jim says:

    What year is the car in that commercial?

  16. Oliver Arostegui says:

    I hate this commercial, it is beyond stupid. Aside from it being inane, why are they using this animal in a dangerous detrimental way and disrespecting this bird as well. Leave wildlife out of commercials and actually use your brains to sell a product. Liberty Mutual disgusts me, I wouldn’t even consider this insurance company. PETA WHERE ARE YOU?

    • mlbhgc says:

      Limu is NOT a real live emu. It is a CG animal. Computer generated. If you take the time to do a bit of research, you will find there was quite a bit of artistic effort that went into making Limu so realistic. No live emus were used in the filming of this commercial so no wildlife was harmed.

  17. Debbie says:

    I love the commercial with LiMu and Doug, it made with laugh. With all the animal lovers out there I don’t think LiMu was injured pecking at the window.

    • mlbhgc says:

      Me too Debbie. And hey, animal lovers, Limu didn’t “feel” a thing when it pecked the window. Because, well, it’s NOT REAL! It’s a computer generated (CG) animation that took a great amount of skill to make it look so realistic. So no emu was harmed in the filming of this commercial.

  18. JAS says:

    Very stupid commercial Limu Emu. The other stupid Liberty commercial is the guy on the bicycle and his calves. Can’t you just have an ordinary tv commercial without trying to be funny.

  19. Madison says:

    LiMu & Doug rock!!! I love LiMu! I hope you make more emu commercials:))

    • Cody Cooper says:

      I don’t care for the commercials as they are kind of unoriginal…they’re using an animal just like GEICO, who is the king of car insurance commercials.They are also quite silly. But I can’t believe how many people think they actually used a real emu in them. There is no way you can train an emu for commercial use! Do you people think the Hump Day camel was a real camel as well? Good grief!

  20. Cheryl says:

    Based on this commercial alone I would not buy from this company. Anyone who thinks this stupid commercial is the best way to promote their product can not be trusted. They should fire their advertising agency immediately.

  21. Reeda says:

    This commercial is undoubtedly one of the stupidest commercials I’ve ever seen. WOW is it stupid!!!!!

  22. Willa M Headen says:

    What’s the name of the blk female actress in the Liberty Mutual commercials with the Emu ?
    She looks like the DriveTime woman.

  23. Val says:

    Love Limu Emu & Doug. Simple and cute. Have you ever owned or been around emus? They’re great! A great change from the people in front of the Statue of Liberty!

  24. Judy Creel says:

    I love LiMu & Doug 😂😂😂 – more, more, more please! (And “lose the guy in protection” that jumps in the harbor)

  25. Deborah Shultz says:

    Limu is actually a health drink that’s made of sea weed. It’s not spelled LiMu, however, like the emu in the commercial. It’s still kind of dumb that name was used.

  26. Linda says:

    Can’t even watch the vomiting emu, gross!

  27. Renata Warner says:

    I LOVE these commercials!!

  28. Marianne Kasic says:

    I think limu emu and Doug are halarious, especially the one where they’re running down the street together. Something about the goofy looks on they’re faces while standing side by side and then them running down the street together. They seem to bring the goofiness out of each other’s facial expressions somehow. Idk. I laugh like hell everyone I see that particular spot. The others not so much except when the lady send almost to say, “your bird” instead of, “your partner”. That’s funny . Is like to see more of them running together and standing next to each other talking

  29. Ann M says:

    This commercial needs to be taken off the air. It’s animal abuse. Sure, it might give folks a chuckle, but putting clothes and sunglasses on an emu and forcing the animal to behave in certain ways is not natural and is abusive. It needs to be removed from view.

  30. Shirley Erickson says:

    Does the emu really hit the window with his beak? Seems to me that it would cause an a injury to it’s beak?

  31. Ann says:

    Everyone involved with this commercial should be arrested for animal abuse. This offensive, abusive, unfunny commercial should be taken off the air immediately!

  32. joe kristek says:

    Joe K says:
    What year and make of car is used in the emu/Doug Liberty Insurance commercial ?

  33. Laurie says:

    Great commercial awesome idea

  34. Laurie says:

    Great commercial awesome idea

  35. Jennifer says:

    I cringe ever time the Emu Limu commercial comes on,. I literally change the channel every time it airs. I don’t want to watch a bird throw up while I’m eating dinner. The commercials it’s self are stupid that it hurts. I just hate it with every ounce of my soul!!!!

  36. Jennifer says:

    I cringe ever time the Emu Limu commercial comes on,. I literally change the channel every time it airs. I don’t want to watch a bird throw up while I’m eating dinner. The commercials it’s self are stupid that it hurts. I just hate it with every ounce of my soul!!!! Who ever says that they love this commercial is stupid too!!!!

  37. Bromley Simon says:

    Thanks LiMu Emu and Doug. I finally understand what insurance is for and why I was born to laugh at it.

  38. Pittman says:

    Love that bird!

  39. FloridaSunshine says:

    At first I thought the LiMu the Emu and Doug commercials were dumb. I really disliked them. But, then, all of a sudden, I started loving them! Now I can’t wait to see them. I love singing out loud “LiMu Emu”. My husband is getting tired of listening to me singing the jingle. It’s a great spoof of the old cop shows, and LiMu is adorable. I’m thinking of going back to Liberty for my car insurance!

  40. L says:

    The Limu “and DOUG!” commercial ads are brilliant. Funny, memorable, and off the wall. They make me laugh every time. Kudos. And I’m an animal person – I think Limu is just fine. Get over it. More of the dynamic duo Liberty Mutual!!!

  41. Kevin says:

    Worst commercial ever

    What loser ad moron came up with this?

  42. Beth dematteo says:

    Stupidest idea for a commercial I ever saw. Sure falsd far behind geici, State farm and progressive. Go back to the drawing board!!!!


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