This Liberty Mutual commercial shows the power of caring to best represent themselves as an insurance company. The audience is really anybody who believes in the power of good deeds, though they want to target potential clients within those people. It uses ethos, pathos, and logos to express this idea.
It uses ethos because as an insurance company they want to show their potential clients that they understand that doing the right the thing is being responsible. Just like everybody can do good deeds to help each other, Liberty Mutual realizes this and is there to give you peace of mind, knowing that you can trust them to protect you.
It uses pathos because the everyday situations that it illustrates are so simple yet the audience may not realize how they can make such an impact on others, until weaved together. When they can relate to what is happening in the ad, they can make a strong connection that lets them recall their own feelings from past experiences. The music also assists in setting an inspirational mood that makes people feel good about what they can do for others.
Logos is also used, though more subtly. It gives the audience the feeling that Liberty Mutual would be a good choice in insurance because they believe and work upon the same morals that we strive for in life, rather than a disconnected company that wants to take advantage. Liberty Mutual wants to help you, just like you help others.
