Liberty Mutual Insurance Brand New. If you don’t feel the same (and you must, because you took the time to post about Zoltar), then look, there’s the door. But as to the “only pay for what you need,” that sounds slippery enough to make me think the policies have enough holes in them to be swiss cheese. And I stand by my suggestion that Liberty Mutual do something “different, better, and smarter” than its competitors. I will never be a customer of liberty mutual. ChiPS, Starsky & Hutch, Police Woman, Quincy, Adam-12 and Simon & Simon were some of my favorites. It sounds like Verizon does it the right way — by including concrete facts, not simply emus, abstract concepts, and empty claims. Did Liberty and its ad agency get so wrapped up in its creative ideas that they forgot what they were supposed to be doing? Who cares if an emu does or does not have anything to do with insurance? Write Liberty Mutual and tell them what you think. Getting your message across while making people laugh is what seems to sell nowadays, and LM is finally putting some comedy in their message. stupid. Dumb Ass commercials are one thing but for heavens sake please not the same one over and over again. Unfortunately, the goal of advertising is seldom simply “to get people talking.” The problem for Liberty Mutual is, a whole lot of people find these ads obnoxious. That’s it. Buy It Now +$5.00 shipping. I for one won’t buy ANYTHING advertised on TV with the exception of Coca Cola but they only bug me around Christmas with their stupid polar bear advertising. THANKS!! I was paying way to much for what I need. It just doesn’t work. All that said, the guy who plays Doug is just an actor. I had no idea emus ran free in the suburbs, much less that Liberty Mutual ran business in Australia. JOIN US IN THIS MOVEMENT TO NEVER BUY INSURANCE FROM THESE PEOPLE!!! The ad companies are more to blame then anyone. In any case, Goodby, Silverstein and Partners is the agency behind the Liberty Mutual ads. I agree. The new Verizon Wireless ad says “you only pay for what you need”. I am certainly no fan of Liberty Mutual and their insulting commercial. Have you sought legal counsel? Liberty’s commercials neither address consumer concerns nor give people reasons to feel good about buying the company’s insurance. I really don’t want to be getting insurance ID cards with an Emu imprinted on it. Hey, Mark. Endless, ear-ripping repetition is something else entirely. I can’t find audio or video of this one yet, but I’ll post it if I do. A Blue shirt and a giant Emu! The Gecko is at least marginally tolerable. Mostly pointless but only some were really annoying. Major strategic blunder on their part. You’re right about the world may never know. “CONTACT US” Via Liberty Mutual Insurance Website, Go to: http://www.libertymutualgroup.com Advertising that annoys has the potential to turn people off of a brand for good. Sounds like now you’ll be in good hands! It’s nice to see you again! Instead, they’re going for laughs, and using an obnoxious, unimaginative, brain-dead jingle to pound the company’s name into our heads over and over and over each day. That one is also interminable; always shows up in the middle of half-way decent dabl shows. Duane, thank you for taking the time to post. Good observations. Dolly, I’ve no idea how this campaign has lasted this long. I hope they end up going out of business over this. I’ve gone to LM’s website and left comments (probably not too nice)… They actually have a link (tab) to “comment on our TV ads”… IKR? Thanks for writing — it’s interesting to hear from a Liberty Mutual employee. Also they seem to think repetition is the key to success. Haven’t seen the one at the Statue with the women demeaning her husband lately. That 2006 one was an excellent ad. “He’ll figure it out,” Doug says nonchalantly around a mouthful of sandwich. But “customize your car insurance?” Every car insurance company in the world can do that. Especially the app you wrote to recognize LiMu Emu commercials and mute them! You know maybe we need a contest vote on which ad agency is the worst. I already hate Liberty Mutual and now they have some asshat named Doug, working undercover as a Total Douchebag, with his partner - an emu. Such is the challenge of being provocative. This is why I’m so shocked at how poorly ad men have handled the Liberty Mutual campaign. I think the idea of advertising is to attract customers, not repel them. I’d have LOL’d if it weren’t so true. If anyone from there is reading Tim’s comment, please let your supervisor know. I watched (reruns of) those shows as a kid. What do you think? Showcasing happy customers isn’t going to win any awards! I am changing my insurance from the lizard soon. Super annoying a lot of folks including me turn the channel when one of their commercials come on. But all of a sudden, they’ve arisen again with a couple of new ones, neither imaginative or intelligent. Let’s make up a non-organic portmanteau abbreviation for our client’s company and think of an animal name that rhymes with it. Every insurance commercial on television sucks, including Doug, Mayhem, Flo and Jamie, Pinocchio, etc. That’s one possibility, Joe. The mute button on my remote gets a lot of attention thanks to these ads, too, Anonymous. Oh, Earl, I’m way past the helmets. Ad men need to read the David Ogilvy book on advertising. (Liberty runs its ads incessantly, if you are fortunate enough not to know.). Liberty Mutual says no animals were harmed in the making of the LiMu commercials, but I agree — it’s still hard to watch. Maybe I’m senile, but I LOVE Limu and his sweetie. In my opinion, it’s a terrible campaign (and not at all funny). 1. What this says about the ad world and the people who approved of these ads, I am too polite to say. Since I know I’m not alone must add my comments! Thanks, Looks like it might end up in a tie for the nomination. Hey, school boards and superintendents, don’t promote seminars, workshops, and professional development activities with education professionals trying to reinvent the wheel. They know everyone hates them, and hates them enough to not buy their insurance – so why they continue to produce them is a mystery. None of the other companies’ commercials have enraged me so. ..”. unless it was a Simpsons reference instead? But to pretend that any of these insurance ads is teaching us very much besides the company name is far-fetched. I’ve had their insurance in the past, but no more. As a side note to car insurance, I keep telling people to not fall for the "save while you drive" scheme that Progressive started, with others like State Farm now following suit. Loud voices and noises? Now they’re showing that stupid car chase commercial, the one where “Doug” catches up the the other car and hands her his card. Ridiculous. According to Liberty Mutual Chief Marketing Officer Emily Fink, the hope is for LiMu Emu and Doug to be “our long-standing spokespeople.”. I agree. Watch; Results matching fewer words. I agree % with the ‘bad grammar’ observation. Yes, lots of people are upset by the ads showing LiMu Emu bashing its beak into the glass. Outlandish premise? Last question. See, everyone? I wonder, since when do 1970s TV cop shows resonate with Liberty Mutual’s target audience? Emu.is a very affective and funny campaign, especially if you recall the cheesey cop shows of the 70’s, and it’s infinitely better than the previous campaign, which makes me wanna jump in the river myself. Rob, Glad to have found your site! I know what gold does to men's souls. Yeah, my thoughts exactly Tony. Nobody hates emus. OK, now THAT is funny. It is possible to have too much of a good thing . But given how many people I see searching the Internet for “LiMu Emu’s wife” — well, who’s to say they’re wrong. My friends say the same. But I think the approach here is cynical. And that LIBERDY, LIBERDY, LIBERDY … LIIIBERDY! But I did try EMU in a chinese stir fry I made last week. Yes, Verizon uses the phrase word for word AFTER they explain how you can customize your family data plan. My guess is the folks at Liberty Mutual are mistaking attention for affection. I’m going to do advertisers a favor here and highlight one key thing you said: “Why do these people think we buy insurance? As the first spot opens, we see LiMu the Emu and Doug (played by actor and writer David Hoffman) talking with a couple on the street. (It’s dangerous, because in one ad, Doug and the flightless sack of salmonella sitting next to him actually speed up on the highway to start yelling at a couple of women in an adjacent car. Even worse because you have to see and hear this clown over and over and over again. So, not only was I being insulted by their commercials, I was paying for them!! Yeah, I guess I can kind of see it, Josie. We need something sexier. Forget Bill Gates and Khan. And for all those who say the ads are cute and you like them….it’s not supposed to be a short story…it’s supposed to be an ad. Would anyone at Liberty Mutual care to respond? No. Solved. All your efforts thus far for nothing. this guy just looks bizarre here. It’s unfortunate but the statue ones are probably way cheaper to produce than to pay for the special effects required to do the Limu. Should be disappeared from the television. But I suspect that a simple testimonial campaign would be considered boring or lazy by most advertising and marketing people today. Take good care of your mute button and it will take good care of you! September 4 edit: The “keys to the city” ad is called “Commendation.” I’ve embedded the video above.

Goodby, Silverstein & Partners (Liberty Mutual’s advertising agency of record) collaborated with The Mill LA, a creative technology and visual effects studio, to bring LiMu Emu to life. I didn’t know that! Hi, Lurch! “Pay for ONLY what you need.” Did I miss a comment on this? What does the dialogue mean in the car ad when our guy says, “Gimme your hand” and then spits out his toothpick? Even those who like LiMu Emu and Doug have to admit that you can have too much of a good thing. He’s actually nothing more than a wild bird in a perfectly starched yellow uniform and sunglasses. Candidly, I’d rather listen to voiceover recitals of grizzly pharmaceutical side effects while watching smiling actors do mindless outdoor activity with their fake families. You can’t take a target audience like people from my generation during a forced pandemic lockdown, whose main source of news and information is TV and force them to listen to that damned siren and that hopeless squid screaming, “Give me your hand!” and “I can save you!” while he races down a highway, 3 feet away from another car NOT LOOKING WHERE HE’S GOING and representing an auto INSURANCE company! They could still produce cheap commercials with a clever/more likeable concept. But to me the comments mainly seemed of little value other than to vent one’s dissatisfaction. You may enjoy the commercials, Diane — and if so, good for you. The clueless bunch continues with the two in an elevator, and an equally revolting beach volleyball nonsense. Tomorrow” from the musical Annie or “Trelegy, as easy as 1, 2, 3”. Check it out. Doug simply comes across as a pushy salesman, and the emu has ZERO personality. I’m sure Liberty Mutual has someone monitoring blogs and social media for discussions about their ads. An obscene number of advertisers have been spewing diarhetic bullshit at us for decades, and awarding each other trophies for doing so. Add to library 9 Discussion 8. They’re utterly unconcerned with the art and science of selling. Also starring a man and his big, flightless bird. My guess is the marketing people at Liberty Mutual caught “mascot fever” and couldn’t resist the “LiMu” play on the company name. Despicable. Measure, optimize, and plan your TV against business outcomes. If I were a comedian, Susan, I’d want you at my every show. Thanks for making my point, Anonymous. Agh, be careful what you ask for, Gail. Well now you can find out! Outback or not, an Emu bashing it’s beak against a window is NOT FUNNY! In one of them, they hit the open road together, in a sidecar. Wow, that’s a big savings. So you’re more of a “Mayhem” gal, eh? Log In Sign Up. I actually enjoy the adds as they are funny. I completely agree. Like many others here, I was brought to this site by my sheer disgust for the lack of quality and pure jackassery of commercial advertising – especially in this relatively new age of lowest common denominator, screaming the loudest gets the brass ring. Still, it’s not easy for some people to watch, and there’s been plenty of outcry from people who were upset by it. I really wish there were like buttons on this blog. Oh, Ms. Fink: I see plenty of people searching the Internet for “limo emu” and “Geico ostrich,” but I hope those newfangled ad recall metrics are working out for you. I find liberty mutual commercials stupid and insulting to my intelligence. I do my best to offer solutions: tips, strategies, critiques, and links to resources and websites where consumers can file complaints or simply make their voices heard. I noticed that too, Anonymous. . Liberty Liberty Liberty MOO-tual!! And no worries — your posts are great! And I also enjoy seeing how inordinately annoyed people get with these farcical ads, when there are so many flatulence, diarrhea, ED, heartburn and other truly disgusting ads out there. This had to be a whole lot less costly to produce and could be tailored to the run time. Hey Rob. As per notes above….Limu the Emu is partly real/ partly computer-generated. May I suggest streaming movies on Netflix, Robert? Liberty Mutual TV Spot, 'LiMu Emu & Doug: Volleyball'. As famed former ad critic Bob Garfield once said of a laughably bad campaign for the Infiniti car brand, “… the advertiser and the agency became so seduced by the uproar that the ads were generating that they — like so many misguided souls — mistook awareness for affection.” This, as the company’s market share plummeted. Let’s hope it never happens. I understand your pain, T.J. People really shouldn’t have to live like this in their own homes. But I think it’s the marketing, too. I hate them so much that I would NEVER consider this insurance company if I would be looking to change my insurance. I got one of those helmets coming in the mail if i have to see one more of those liberty commercials. And when did they go to the outrageous colors yellow. Hi Rob. The VFX team started by shooting a real life emu to create reference footage that has then been matched to build a fully CG bird; a digital double. Hi, Karl. I imagine that many of us would appreciate these values in an insurance company. The car in the ads appears to be a 1972 Plymouth Duster. Here’s hoping for a full recovery. LiMu Emu and Doug Team up in New Campaign from Liberty Insurance. The next I remember was the statue of liberty background with various small skits played against the same background. I’m an sick and tired of the stupidity of liberty mutual commercials. Inspector Gadget Male Halloween Costume. LiMu Emu and Doug is merely the latest in a string of creatively bankrupt ads from sheepole who still think the swanky 70’s (Starsky and Hutch anyone?) I completely agree, this ad is moronic. He’s actually nothing more than a wild bird in a perfectly starched yellow uniform and sunglasses. Thanks for reading, and stop back anytime! The Limu Emu in itself. OMG I searched for how bad these commercials suck because I knew I’d find a blog like this. That’s your opening gambit? Just type your email below. LiMu Emu & Doug Behind The Scenes. Thank you for sharing your thoughts. It is completely different than anything they’ve ever done. Submit ONCE per commercial, and allow 48 to 72 hours for your request to be processed. Kind of like Amy’s smoking monkey on Big Bang. Again, thank you for sharing your perspective as someone with professional experience in finance and advertising. The Limu Emu campaign are candidly the absolutely worst ads on TV these days — hands down. DZ. Get Netflix and Vudu and Pluto TV and some others. Jeez folks, get a life. . These ads got to go! When I hear the commercial come on it’s like nails on a chalkboard! And the promos on a certain “science” channel hyping a pseudo-factual show with some screeching female “singing” some unintelligible lyrics also show up every 10 minutes. Limu Emu & Doug "Commendation" LiMu Emu & Doug "Reflection" LiMu Emu & Doug "Dealership" Doritos (Super Bowl) Bud Light Breathe Fire (Super Bowl) Slim Jim Snap Stix. The possibilities are endless! Available on Amazon. Oh, Robert, you almost got me! It’s only going to get worse. Whoever okayed this ad campaign at Liberty Mutual should be canned. Doug’s obsessive drive and work ethic to get the Liberty Mutual message out is over the top. Limu Emu Doug On Twitter Must Be The Wrong Emu Limu Is. They are very docile and even friendly. I know Hoffman bills himself an actor and writer, but I’m pretty sure the creatives at ad agency Goodby, Silverstone and Partners write the ads. The latest thought leadership, blog posts, announcements and press mentions, Connect with iSpot.tv at these industry events. There’s a fine line between effective repetition and torture. The one with the siren blasting, with 'Doug' saying '''I CAN SAVE YOU'' while car racing down the road is the absolute worst ! I’m surprised that so many people don’t like the LimuEmu ads. You’ll be pleased to know that I’ve called out the GEICO Pinocchio commercials in my latest blog post, “Ear-ritating: How TV advertisers use sound to get our attention.”. Meet the biggest thing to hit insurance since collision coverage: LiMu Emu and Doug. The LIMU mEMU cult originated from the liberty mutual Limu Emu campaign. Hi, Chris! I myself hadn’t thought about it so deeply. Update your shipping location. Name me one insurance company ad the isn’t either : stupid, obnoxious or insults your intelligence!! Couldn’t agree with you more, Wintercat. Date. I’m embarassed to say I ever worked for such a company that would do this to a viewing public. jingle just makes it so much worse. It’s meant to be funny, just like everything else in these dumb ads. I think limu emu and Doug are halarious, especially the one where they’re running down the street together. And that’s saying something considering I have a strong dislike of Liberty Mutual for the B.S. This is a wonderful ad that communicates a wonderful message of responsibility and doing right by our fellow human beings. TomJH. LiMu Emu and Doug "The One That Got Away" LiMu Emu & Doug; Reading. in another room when one comes on and I can’t get to the remote in time). Anyway, think what you will about his politics, but Mike Lindell has done some good things in life. I need to write an app now to mute the one with the low mumbling of a guy jumping into the river! Have you seen the new “Key to the City” commercial? That’s a great idea about using actual customers in ads. It’s too bad about the new National Car Rental ads. Do they care? You said it, Keyli. Commercial TV is clearly being challenged but as long as people are willing to put up with commercials to see the content they will have opinions to express. Hi, David! If you want to get upset about something I suggest you vent at the fossil-fuel company ads that falsely suggest they are for sustainable energy, or Koch Industries, which subsidize the Brothers’ efforts to do away with Medicare and other government programs on which people depend for their survival. Their spending big bucks for the stupid Emu and Statue of Liberty commercials. Automatic irritant. But at least it explains that brain-dead, bottom-of-the-barrel Liberty Mutual “jingle.”. Isn’t that a much more relevant and resonant message for an insurance company today? Here is the contact information for those of you who want to copy and paste what you’ve written and send directly to liberty mutual: Global Retail Markets at Liberty Mutual Insurance. i spit on liberty mutual and i spit on your marketing department and i spit on your advertising agency. As if you’ll have to get your claim by going to an old office with yellowed acoustic tile, where someone uses an ancient, old-style terminal screen at a desk while people wait in line. If Anonymous finds the LiMu commercials entertaining and funny, I’m guessing he/she also has the complete collection of Police Academy movies in his/her video library. Not sure if it will sell anything but we like it and look forward to the next commercial. I have never previously boycotted a company to protest its obnoxious advertising, but this campaign is just too unimaginably and excrementally unviewable. The whole gripe here on the blog is that instead, the agency should, “…be different, smarter, better?” and, “Why not stand for something more?” For god’s sakes, man: its car insurance. Maybe we’ll get a clue as to whether they do or not if and when another batch of LiMu ads are made. Indeed, I googled to see who else finds every one of these utterly moronic “Limu Emu” commercials abysmal- and I am not surprised that a great many (probably an overwhelming many) are in complete agreement. On a practical level, the one where they are in a car crossing a bridge and Doug yells. Thanks for letting us hear from a long-time ad man! Who’s going to tell a customer how much insurance they should buy? I hear Liberty’s current radio ads aren’t bad. $7.00. Close. Clearly, selling the product is not the strategy of these ads. And more befuddling is the source of this abysmal campaign: Goodby, Silverstein & Partners. After initially scoffing, I have to admit the LiMu Emu is growing on me. The Geico gecko. What, do you work in their marketing dept? Check. I’ve been able to write a small windows app that detects that eerie “LEMO EMU” and mutes the audio until the commercial is over. . I wouldn’t leave anything out. If there was something really creative I apparently missed it. Today’s Liberty Mutual commercials look downright dopey in comparison. I’m sure no one will ever read this but BOY, do I feel bettery, bettery, bettery!. hitmeimopen. I LOVE LiMu Emu and Doug and hope more of the duo’s commercial are made! EVERY car insurance company can customize its coverage, so “only pay what you need” is an empty and meaningless claim. Hi, James. I had not fully appreciated the fact that there is no actual product to show, so they have to use other visual tricks. All I hear clearly is the No,No,NO,No… And I think a splash. “We're introducing this memorable duo of LiMu Emu and Doug to demonstrate Liberty Mutual's customized approach to insurance with a bit of surprise and humor.” Keeping Pace With Competitors Was A Motivation Behind The New Mascot . Forget waterboarding, just play these commercials on a loop and youll get any information you want, Glad you found us, Jason! My ? Hey Anonymous, I think you’d like old Richard Nixon speeches. LIMU The EMU & DOUG Liberty Mutual TV Advertising - Window Cling Sticker Decal. Almost as spootid as the other insurance company that ends one of their commercials by having a neighborhood HOA director commit a serious Federal felony on someone’s mailbox. That the company’s advertising drove you to write your very first Internet post on anything ever is, to me, a sure sign that the people in charge of Liberty’s advertising are no longer attracting potential customers, but repelling them with fire. The 30-second ad shows LiMu Emu and Doug in their yellow car with the insurance company’s logo on it, spotting a woman in front of a dealership, intended to buy a new car. It hurts the company by failing to communicate any real, tangible reason for consumers to choose Liberty over its competitors. If you found this and got this far, you likely already know painfully well why this ad campaign sucks worse than all others. I switched and now save over $8000 a year, that’s right $8000 a year and I have better coverage. They among the worst ever in terms of stupidity, an insult to the intelligence that approaches the patently offensive treatment of race and gender in ads of yesteryear minus the redeeming opportunities for ironic snark. Where did you hear that Doug (David Hoffmann) writes the LiMu Emu commercials? Hi, Monish. If your ads are so convoluted and off-the-mark that consumers can’t tell what the hell’s going on or even WHICH COMPANY THE AD IS FOR, it might be time to reconsider your strategy and whether you’re doing your client justice. Who hates emus? If I post again I hope to be more concise and have better composition. Every time I am forced to witness the idiot (Doug, I think is the bloke’s name) scream to another driver, “I can save you!”- even someone otherwise avowedly non-violent as myself feels like smacking the guy in the face. Even if I thought their ads were funny, I’d still mute them. Hi, Cookie! Turns out, it’s a mix of real bird and computer graphics. The purpose of advertising is to sell, not simply to “get people talking.” Liberty can spend all the money it wants to carpet-bomb the airwaves with ads; and all its competitors need to do to get ahead is include one compelling reason to buy. Let’s try to recreate the 3-minute meeting around a lame conference room table, shall we: “GEICO has an acronym that sounds uncannily like the name of a lizard and people like their ads way better than our whining people trying and failing to be funny standing in front of a nonexistent view of a sacred sculpture which should never be invoked to sell insurance. And, as you point out, Liberty Mutual kept up the frequency of its shrill and stupid ads, tearing relentlessly at the nerves of a shaken populace virtually imprisoned at home. All rights reserved. I can’t count how many times a day I am subject to being annoyed by them. Save limu emu shirt to get e-mail alerts and updates on your eBay Feed. Anyhow, I think you’re rant about these ads is exaggerated in its vehemence. we see too much of that anyway. I appreciate that, and I also get it. Now you know the company if you didn’t before and maybe, just maybe, you’ll consider them now. Which you shouldn’t be, because the emu is computer generated. Media have reported on it and people have complained (a quick Google search turns up lots of articles), but the stereotype shows no signs of going away. I hate the Liberty commercials of the whiny people in front of the Statue of Liberty thinking it’s okay to get into an accident. And I created my share of goofy ads. . At my house, we’re recording more shows and watching them later when we can fast-forward through the dumb ads. People keep telling me these ads don’t hurt sales, but then I see comments like this — and the company’s Q2 financial results. PROGRESSIVE I told them to get rid of FLO and I’ll buy the Insurance. Posted April 22. Now they have the Limu emu which is so totally inane and annoying (that may be a little redundant). These commercials are feather-covered sledgehammers with no regard for the art of selling and seemingly little awareness of WHAT they are selling. Conspicuously absent from its answer was any mention of hard metrics such as the change in numbers for calls or new quotes. Now you’re talking! Duly noted, Vicki. Another big winner there.. It’s an okay character. Were you at all bothered by the ad in which LiMu Emu attacks the glass? LOL. It’s good to know that bird is good for something. The industry is sick, its priorities are whack, and all of us, from ad-agency clients to TV-watching consumers, are the ones who suffer. Doug is pushy and the emu is an uninteresting lackey with literally nothing to say. No way could I take this seriously! Nice job, Rob, in analyzing these spots. It’s the utter lack of any kind of unique selling proposition that makes these ads so terrible. Which is the point you’re at, by the sound of it. Be in the know of how your TV Ad is performing. That’s the only point. Thanks for responding and for being a good sport! For those that think the bird lives in the outback. Part of the current diabolical squad in DC. (Perhaps Liberty and its advertising agency both struggled to find anything unique or better about the company’s offerings?) Job well done Liberty. I am so fed up with this LAME commercial! But the Liberty Mutual commercials — the punchlines fall flat like the sound of a sad trombone. It has long been my position that policy makers in my profession are wasting their time in their pursuit of “How do we get kids to…(fill in the blank)…more measurably, more sustainably, more quickly,” …etc, etc. But you are right about “word of mouth.” Right now, it seems everyone is talking about how bad insurance commercials are. And children are even more susceptible to the confusion. No junk, no sales pitches. Liberty Mutual is taking a page from its insurance peers Geico and Farmers by featuring an animal in its marketing. You certainly know your Liberty Mutual ad history. But, to summarize, among the abominable aspects of these commercials are (and this list is not exhaustive): This sounds like a bad inside joke that the agency nerds came up with (go back to your parents’ basement, you worthless millennial turds). . If this shows the IQ level then I’m not sure I’m in safe hands. “Give me your hand.” while the car is moving is antithetical not only to insurance but to rules of the road. I care about how my claim will be handled if I have one, not some stupid weird, hard to relate to nonsense.”.

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