Who is the bad actor in the Liberty Mutual commercial?
Unpacking the actor behind the clause-cutting chaos in the Liberty Mutual “Bad Job” ad
(By Carmichael Phillip)
The Commercial in Question: “Bad Job” by Liberty Mutual Insurance
The ad at the centre of our discussion is the “Bad Job” spot launched by Liberty Mutual Insurance in 2019.
In the commercial, the narrative is built around a hapless, struggling actor who is clearly auditioning for a Liberty Mutual spot—until he messes up the company name, flubs lines, mis-pronounces “Liberty,” and generally performs poorly. The punchline comes when the ad pivots to Liberty Mutual’s tagline: “Only pay for what you need,” suggesting even if you’re bad at acting, the insurance company will cover you.
The “bad actor” characterization in the spot is both literal (he’s an actor who’s bad) and meta (he is playing a “bad actor” in the ad). The actor in question is identified as Tanner Novlan.
So: the ad may mean to be funny, poking fun at auditions and advertising, but what is interesting is how it uses the trope of the “bad actor” to deliver a message about savings and customization in insurance.
Who is Tanner Novlan – The Face of the “Bad Actor” Spot
Tanner Novlan is a Canadian actor and former model who has built a career in television and commercials. According to reporting, he played the “Struggling Actor” in Liberty Mutual’s adverts, including the “Bad Job” spot.
Here’s what we know about his background:
Novlan is credited for the Liberty Mutual “Bad Job” television commercial.
He has also appeared in other media roles, including in the soap opera The Bold and the Beautiful and the series Roswell, New Mexico.
His role in insurance-commercials has made him known, in part, as “the Liberty Biberty guy” – a playful moniker used by viewers because of how he mis-pronounces the brand name in the spot.
In short, Tanner Novlan is not literally a “bad actor” in real life; rather, he is playing a comedic role of one who fails his audition and mispronounces the company name. The genius (or oddity) of the ad is that it uses that failure as a vehicle to talk about insurance.
Why the “Bad Actor” Angle? Advertising Strategy & Metaphor
Why did Liberty Mutual choose a “bad actor” theme for this commercial? There are several reasons worth exploring:
Relatability & Humor: People occasionally feel awkward auditions, mispronunciations, or failures in performance. Using a “bad actor” creates humorous identification—viewers may think “I’ve been there.”
Brand Personality: Many insurance ads are serious, stern, or reassuring. By contrast, this one uses self-deprecation and absurdity, positioning Liberty Mutual as a brand that doesn’t take itself too seriously—yet still promises reliability.
Clear Message Through Contrast: The actor flubs “Liberty,” says “Biberty,” shows up unprepared, etc. This contrast highlights that while the actor is failing, Liberty Mutual is not failing. It underscores the tagline: you only pay for what you need—i.e., you don’t pay for mistakes or extra fluff.
Memorability: The mispronunciation “Biberty,” the awkward audition, the exaggerated performance—they all contribute to making the commercial stick in viewers’ minds. And the reporting backs that up: people recognize Tanner Novlan’s face in the ads.
Campaign-fit & Actor’s Face: The ad aligns with Liberty Mutual’s “customize your coverage” message. The “bad actor” is visually distinct, somewhat off-kilter, reinforcing that mistakes and over-payments are wrong for you, but okay for comedy.
Therefore, the choice of “bad actor” is more than just a gag—it’s a strategic creative decision designed to deliver the insurance message in an unexpected, engaging way.
Reception & Public Commentary: How Viewers Reacted
The commercial and Novlan’s performance received mixed reactions—from recognition and amusement to irritation and critique. Here are some highlights:
According to Looper, viewers recognize both Novlan and another actor, David Hoffman (who plays Doug in the LiMu Emu campaign), in Liberty Mutual commercials.
The article “Who is the bad actor in the Liberty Mutual commercial?” from Tuko identifies Tanner Novlan as “the bad actor” and lists him in their summarised table.
In Reddit threads, viewers comment on the repeated “Biberty” mis-pronunciation and observe:
“His original commercial was him, as a struggling actor, auditioning for a Liberty Mutual commercial, but he’s too dumb or too illiterate to get the name of the company right.”
This commentary reveals something important: the “bad actor” role is acknowledged by the audience as part of the joke, but for some it becomes grating.
Some viewers criticize the commercial for its tone or pacing:
“When any Liberty Mutual commercial comes on TV … I almost always involuntarily say ‘Liberty bibberty’.”
So, while the ad achieved recognition (which is often the goal of advertising), it also generated annoyance for some.
The takeaway: Tanner Novlan’s performance did its job—to be memorable. Whether it pleased everyone is another matter.
Why It Matters: Advertising, Insurance & the Role of Character Actors
So why delve into who the “bad actor” is in the Liberty Mutual commercial? Because this case highlights several broader themes worth unpacking:
Character-Driven Ad Campaigns: Rather than a standard product pitch, Liberty Mutual uses recurring characters (Tanner Novlan’s “Struggling Actor,” David Hoffman’s “Doug,” even the Emu) to build brand identity. This approach creates familiarity and narrative continuity for viewers.
The Actor’s Role in Brand Identity: Tanner Novlan, though not created solely for the ad, becomes closely associated with the brand. For viewers, the face of the “bad actor” spot becomes the face of Liberty’s quirky messaging. That presents both opportunities (memorability) and risks (type-casting, annoyance).
Insurance Industry Messaging Tricks: Insurance is a complex, often dry product category. Using humor and characters helps make it accessible. The “bad actor” angle allows Liberty Mutual to say: “We get you; we’re not perfect—but we have you when you need us.”
Audience Fatigue and Recognition: The fact viewers comment on the actor, mis-pronunciation, and commercial quirks shows high visibility—but also that there is a limit to how “memorable” quirkiness can go before it becomes “annoying.”
Actor Career Impact: For the actor, being the “bad actor” in a large-scale national campaign means significant exposure. Yet it also means being closely identified with one persona—which can affect future casting. Novlan’s broader career (soap operas, other roles) is part of the story.
In short: identifying “who the bad actor is” is not just curiosity—it offers insight into how brand campaigns use actors, how audiences respond, and how even short commercials have ripple effects.
Final Takeaway: Yes, It’s Tanner Novlan—and What to Keep in Mind
To recap:
The “bad actor” in the Liberty Mutual commercial is Tanner Novlan, who plays the “Struggling Actor” in the “Bad Job” spot.
The commercial uses his character’s flop audition and mis-pronunciation of “Liberty” to deliver a humorous, memorable pitch about insurance savings.
The approach highlights how insurance advertising is evolving—moving from serious to quirky, character-based content.
For viewers, the ad stands out (for better or worse) because of the actor’s performance and the odd mis-pronunciation gag.
For advertisers and actors alike, it shows the power and pitfalls of being the face of a campaign.
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