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Liberty Mutual knows we laugh at the demise of others.

This video won't be visible for long because Creativity only leaves them up for a few days before requiring a membership to view it, so make sure and watch it now.

I think the insight Liberty Mutual had to create this short film is incredibly interesting; we laugh, point, and genuinely enjoy watching someone get hurt. It's funny when people are doing it on purpose, and they deserve whatever pain is coming their way, but in this film we start to feel bad about laughing. How did they do that? For myself, it suddenly became too much when all the people in the building were watching and laughing--and person after person was being hurt walking over the loose piece of sidewalk. The idea of watching people get hurt as a communal event is somehow eerie. Makes you wonder why people actually went to hangings and public beatings.

This piece works for insurance. Things happen to people on a daily basis, whether little or big--they're still getting hurt in some way, and someone somewhere has to decide and make sure it won't happen to more people. It stops being funny once they people in the building think the little bird has died. It stopped being funny when the old man put the warning marker over the sidewalk, cause there was nothing left to watch. The message is, 'it's not supposed to be funny--but we're still entertaining you with that thought.' I like stuff that makes you think.

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