Are you a morning or night person?

@todayshow

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SoundTikTok sound · original sound - todayshow

Promoted product

Liberty Mutual

Why it worked

The video leverages a recognizable brand mascot in a casual, humorous interview format, making the paid partnership feel like organic, entertaining content rather than a traditional advertisement.

Summary

The TODAY Show interviews Liberty Mutual's mascot, Liberty Biberty, about their morning habits and preferences. The segment is a paid partnership designed to increase brand awareness for Liberty Mutual.

Structure

1Introduction of Liberty Biberty
2Discussion of morning vs night habits
3Preference for tea over coffee
4Selection of favorite TODAY show anchor
5Closing message to viewers

Product placement

Liberty Mutual (a) acts: the video is a paid partnership featuring their mascot, Liberty Biberty, who is explicitly identified as the company's mascot and is used to promote the brand's presence; removing it would remove the entire premise of the video. TODAY Show (b) appears: the logo appears on the barrier and the video is filmed on the set of the show; removing it would change the setting but not the product being promoted.

Original caption

We caught up with Liberty Mutual’s new mascot, Liberty Biberty, and asked what their mornings look like (when they're not on the TODAY Show!) ☀️! Paid for by Liberty Mutual.

More from @todayshow

On-screen text

EarlyMornings Early Mornings with Liberty Biberty Are you a morning or night person? What's Your Drink of Choice in the Mornings? Not a Coffee Fan ?? Favorite TODAY show Anchor ? What's Liberty Biberty's Message for TODAY?

Transcript

Are you a morning or night person? Oh, I'm a really anytime a day person. Anytime somebody wants to talk about great coverage and savings, I'm there. So if that's 2:00 a.m., I'm there. If that is 8:00 a.m., I'm there. Doesn't matter to me. What's your favorite thing to drink in the mornings? I love a nice throat coat tea. Really gets the pipes warmed up for a great day of talking to people. Not a coffee fan? No, coffee makes me really agitated and I start rolling around all over the place. So I stick with tea. Who's your favorite of the anchors at the Today show? Oh, that's a hard one. There's so many amazing anchors. I mean, I'm going to have to go with Al. Al's my pal. Oh, that rhymed. What's a message to the Today show? Well, I think my message would be get a good night's sleep so you can wake up nice and early to watch the Today show.