Car Insurance Ad Mascots We Love: LiMu Emu (and Doug)

Do you ever feel as if car insurance ads have turned into a sketch comedy show? This is not a bad thing! Instead of a boring recitation of amalgamated corporate brand names and dry insurance-speak, more car insurance companies are trying to make us laugh. Ever since the Geico Gecko came on the scene, car insurance companies have been competing -- not just to offer the cheapest premiums -- but to create the zaniest commercials.

One of the oddball car insurance mascot duos of recent years might not be everyone's cup of tea, but I think they're brilliant: it's Liberty Mutual's "LiMu Emu" and his sidekick "Doug." These comedic characters portray a classic "buddy cop" duo who are passionate about helping people get customized deals to save money on insurance. In the world of LiMu Emu (and Doug), making customers pay too much for insurance they don't need would be a "crime."

Let's look at a few reasons why Limu Emu and Doug are such funny and quietly effective car insurance ad mascots -- and how their marketing message might inspire you to get a better deal on insurance.

LiMu Emu and Doug: The buddy-cop duo of car insurance

Liberty Mutual's LiMu Emu ads are kind of high-concept, avant garde comedy. The idea is, a CGI-animated emu (wearing dark sunglasses) and its human sidekick, "Doug," are on a mission to prevent the "crime" of people getting charged too much for car insurance. Their message is simple: with Liberty Mutual, you can customize your car insurance (and other policies) so you pay for only what you need.

The onscreen antics of Doug and LiMu Emu are meant to demonstrate the integrity and responsibility of Liberty Mutual insurance. The ads are promoting the idea that, whether you need comprehensive car insurance coverage or a lower-cost policy, Liberty Mutual will help you find the right package of insurance so you can save money. The bottom line of every LiMu Emu and Doug ad is: "Only pay for what you need" with Liberty Mutual.

The name "LiMu Emu" also makes the company name of "Liberty Mutual" easier to remember. Sometimes insurance and financial services companies have a hard time standing out from the competition and their names all sound the same; think of how many banks you've seen with words like "Union" or "America" or "First" or "Trust" in the name. "LiMu Emu" is a humorous way to help make "Liberty Mutual" spring to mind when you're looking for your next car insurance policy.

Why customizable car insurance is worth the effort

LiMu Emu and Doug's "ad-ventures" have included riding in a police helicopter, cruising in a motorcycle with sidecar, or going undercover at a high school as two obviously too-old-for-school "kids" trying too hard to be cool and speak the latest teen slang. A new ad campaign shows Doug getting "killed off" and replaced by a younger, better-looking spokesman who keeps botching his lines. At one point, the "new Doug" refers to LiMu Emu as "LiMu Beebu," while "old Doug" shouts exasperatedly from offscreen, "HE'S AN EMU!"

There's something so offbeat and surprising about a car insurance ad featuring a large flightless bird with sunglasses. I'm always in favor of TV ads where animals wear goofy costumes. But LiMu Emu and Doug have a serious message: you really can customize your car insurance to fit your personal needs (and avoid paying more than you want).

When you're shopping for car insurance, keep in mind that you always have choices in how to create your car insurance policy. You don't have to settle for the first plan that an insurance agent or company website shows you. You can often save money by raising your deductible, opting out of certain coverages like rental car reimbursement, or getting a multi-policy discount such as bundling home and auto insurance.

But some car insurance companies are more flexible than others. The Ascent's review of Liberty Mutual auto insurance found that this company ranks highly for customizable insurance plans. With Liberty Mutual, you can start with a basic coverage package, and then choose from dozens of add-ons based on your personal preferences. Liberty Mutual homeowners insurance also gets high marks for optional coverages like sewer line backup.

Want to make your car insurance even more personalized? Liberty Mutual also offers RightTrack®, a telematics car insurance plan that rewards safe driving. Sign up to share some of your driving data with Liberty Mutual, and you can earn extra discounts.

Bottom line

LiMu Emu and Doug made our list of best car insurance ad mascots because of the wacky visuals -- it's an emu wearing sunglasses and doing Large Flightless Bird stuff! But the underlying message is sincere: paying too much for car insurance would be a "crime." Liberty Mutual focuses on helping people customize their insurance, with a wide range of optional coverages for auto and homeowners policies. If you're ready for car insurance that better fits your life and budget, check out Liberty Mutual.