Screen-grab from Liberty Mutual ad.

By Chris Reidy/Globe Staff/February 6, 2014

Liberty Mutual Insurance, the large Boston-based insurance company, is getting ready to air new TV ads tied to its Olympic sponsorship of Team USA.

The ads, which were created by the companys long-time ad agency Hill Holliday of Boston, feature Olympic athletes from the past who overcame personal setbacks to go on to later triumphs. A subplot of the ads is that Liberty Mutual can help its customers come back from their own setbacks, such as natural disasters and car accidents, so they can move on with their lives.

For every setback, theres a chance to come back and rise, Paul Alexander, the companys chief communications officer, said. And insurance can be the bridge between the setback and the comeback.

This is Liberty Mutuals first Olympics, said Alexander, who noted that Liberty Mutual is the only Boston-based company to be a Team USA sponsor.

After debuting on NBC during the Opening Ceremonies of the Winter Games, the broadcast spots will continue to air throughout the Olympic Winter Games coverage on NBCs family of broadcast networks and will be supported by a significant number of additional broadcast assets, including billboard and bumpers, to promote Liberty Mutual Insurances status as official partner of the USOC and Team USA, Liberty Mutual said.

Some other insurance companies use their advertising to boast of having the lowest rates. Liberty Mutual, in contrast, sees its target audience as adults between 35 and 54 who are willing to pay a little more for better coverage and service, Alexander said.

Liberty Mutuals Olympics ads are not just about trying to sell insurance; they are also about trying to energize the companys employees. Over the past 12 months or so, the company as organized a series of employee events at which past Olympians put in appearances.

Its about building pride, excitement, motivation, and engagement, Alexander said of this effort. With these events, weve touched 30,000 of our 40,000 employees.

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Team USA sponsor Liberty Mutual to air ads during the Olympics