NBC stars to direct film shorts for Liberty Mutual

NBC and Liberty Mutual recently asked several of the network’s stars to answer the question – “What does personal responsibility mean to you?” Their answers will be shared via a series of one-minute film shorts and vignettes that will air during NBC’s primetime programming from Monday through Friday. Participating actors from the popular NBC primetime lineup include Anthony Anderson (“Law & Order”), Connie Britton (“Friday Night Lights”), Zachary Levi (“Chuck”), Emmy nominee Jack McBrayer (“30 Rock”) and Milo Ventimiglia (“Heroes”) who each directed one of the five film shorts that address personal responsibility and the decisions that confront people trying to “do the right thing.”

The vignettes are part of Liberty Mutual’s Responsibility Project, an initiative focused on sparking conversations about the meaning of personal responsibility using unique and entertaining content.

Each of the minute-long film shorts will focus on the central theme of personal responsibility and will air during the NBC shows: “Heroes,” “The Biggest Loser,” “The Jay Leno Show,” “30 Rock” and “Law & Order.” The films also will be available after their on-air debut at NBC.com and www.ResponsibilityProject.com.

Hill Holliday also developed Liberty Mutual’s Responsibility Project (launched in 2006), which uses independently produced short films, blogs, advertising and television programming as catalysts for examining the decisions that confront people trying to “do the right thing.”