Who is the guy who does the Liberty commercials?
Unpacking the actors behind Liberty Mutual’s LiMu Emu & Doug campaign
(By Carmichael Phillip)
Introduction
You’ve probably seen the quirky Liberty Mutual commercials featuring a curious emu named LiMu paired with a straight‑laced human sidekick called Doug. That human is David Hoffman, a comedian and actor known for bringing Doug to life in the LiMu Emu & Doug ad campaign. Alongside him, the voice and physical presence of LiMu Emu is provided by Tanner Novlan, a Canadian actor and model. This article explores who these actors are, the creation of the campaign, behind‑the‑scenes quotes, and includes a video clip of their most recent spot.
Who plays Doug and LiMu Emu?
David Hoffman portrays Doug, the everyday insurance agent coping with LiMu’s unpredictable antics. He first took on the role when the campaign launched around March 2019.
Tanner Novlan, the face and voice associated with LiMu Emu, plays a struggling actor character in some spots and also serves as the emu’s comedic alter ego in behind‑the‑scenes and voiceover roles.
About David Hoffman (Doug)
David Reed Hoffman, based in Philadelphia, has a background in improvisational comedy and character performance. He’s known for his comedic web series and acting roles in shows like There’s… Johnny!. Hoffman’s portrayal of Doug—complete with mustache and mild exasperation—became iconic for Liberty Mutual’s humorous tone. As noted by Looper: “He uses his ‘absurd realism’ comedy to dress like a man in his 70s,” even though he’s decades younger.
About Tanner Novlan (LiMu Emu)
Tanner Novlan is a Canadian actor and model, best known for his soap‑opera role on The Bold & the Beautiful. In the Liberty Mutual commercials, he plays the “struggling actor” or the human behind the Emu, often fumbling with the script or mispronouncing the brand name (“Liberty Bibberty”). Novlan’s comedic timing and physical performance help give LiMu Emu its absurd charm.
Quotes and Insights
About Hoffman’s role: “He wasn’t given a physical description of his character… so he used his ‘absurd realism’ comedy to dress like a man in his 70s with a mustache”.
About the campaign’s mechanics: production includes multiple trained emus and stand‑in tape references for Savannah LiMu during filming, while Hoffman interacts with placeholders before CGI is added post‑production.
Campaign Origins and Evolution
The LiMu Emu & Doug campaign debuted in 2019 and has since become a central pillar of Liberty Mutual’s brand advertising. It emphasizes humor and relatability—Doug offers calm explanations while LiMu causes havoc in everyday scenarios, underscoring insurance value through chaos.
Liberty Mutual credits agency Goodby Silverstein & Partners with creating the campaign characters and tone.
Recent Commercial & Video
In this official clip titled “LiMu Limo (Short)”, Doug is seen diligently helping customers while LiMu adds absurdity—highlighting Liberty Mutual’s message of customized insurance. The spot captures their dynamic perfectly.
Reception & Cultural Impact
Since its launch, Doug and LiMu have become synonymous with Liberty Mutual. The characters have boosted brand recognition and created numerous memes and parodies. Liberty Mutual even retired Safeco branding in 2026 to consolidate under the Liberty Mutual brand using LiMu Emu & Doug visual identity at agencies and marketing materials.
Why They Work
Contrast in characters: Hoffman’s straight‑man Doug and Novlan’s chaotic LiMu provide comedic balance.
Memorable brand identity: LiMu’s absurd behavior drives home the value proposition of customized insurance.
Playing on familiarity: Viewers quickly learn to anticipate LiMu’s mischief—and Doug’s deadpan responses become increasingly funnier.
Conclusion
So, who is the guy in the Liberty Mutual commercials? If you mean the human half of the duo with the emu—that’s David Hoffman as Doug. Meanwhile, the emu persona—LiMu—is portrayed via Tanner Novlan, both physically and in voice. Their partnership has defined Liberty Mutual’s playful, insurance‑focused branding since 2019 and remains a powerful example of character‑driven advertising.
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