Last week, Hill Holliday launched a new ad campaign for Liberty Mutual. The concept for the ads is responsibility with a new tagline "What's your policy?". In the TV spot, we see one person doing something nice/helpful to someone else, who in turn does something nice, etc...and we follow the chain reaction.
Back in 2003, Arnold Worldwide (whom Hill beat out when it won the Liberty Mutual account back in October) had some ads for VW Beetle Convertible that did the exact same thing. It won awards at the One Show, Cresta, and LIAA in 2003. Is it a coincidence that both agencies are just blocks away from each other in the same city? Who knows.
There is also another campaign, which is more recent. Hilton's new "Be Hospitable" by Foote Cone & Belding also shows people doing nice things for strangers. The microsite for the campaign even asks visitors to share their stories of kindness from a stranger. It's very similar with the exception of the chain reaction motif.
See all the ads inside.