progressive
Copywriting + Art direction | Client: Progressive
We first teamed up to keep the iconic “Flo from Progressive” campaign feeling fun, fresh, and culturally relevant, while expanding the universe into new characters and genres. Working with the queen of car insurance felt less like an ad gig and more like writing for a recurring comedy series. Constantly trying to outdo ourselves (and our last round of jokes), the work took us from the deep woods where “Sadsquatch” dwelled, to the glittering icecapades world, and everywhere in between.
See some of our favs below.
PROGRESSIVE
ON ICE
After years of pitching musical after musical, we finally made all of our sequined Spandex dreams come true with ‘Progressive On Ice.’ We hijacked the standard children’s ice show and injected Flo and her “squad” into the leading roles.
We rounded out the :30 with a set of :15s, a teaser, and 2 full length tunes.
Some of our favorite Flo spots
“Sadsquatch”
Everyone always asks where Sasquatch is. But when are we going to ask how he is?
“flocus group”
Anyone who has ever had to present their own ads to a focus group can relate to the pain that awaits Flo.
(Yes, we used to present our own ads to focus groups.)
“Deserted”
Flo conquers the elements with the only survival tool she needs: The Name Your Price Tool.
“Blind Date”
Bad dates happen to bad people.
Like Flo’s insurance nemesis. And Flo’s sister, Janice.
Excellent taste in phone cases, however.
The
Squad
After years of using Flo as the face of “Superstore” campaign, we knew it was time to expand the character network and the parameters of the Superstore campus to keep things fresh and familiar.
Thus, the “Progressive squad” was born. And the Superstore stretched far beyond the original white backdrop.
We developed a series of reoccurring characters that have become brand icons in their own right, each with their own unique backstories, banter, and bad bundle jokes. Same goes for where the hilarity unfolds – be it a break area or a tool room, Progressive’s courtyard, or even Jamie’s surprise mansion.
“SUPER SECRET”
Pets see us at our weakest, weirdest and wildest. And they never say a thing.
Progressive covers pets in every auto policy, at no extra cost. So you can keep the creatures who protect you – and your secrets – safe.
Jamie began as Flo’s chipper sidekick, but by the time we were done with him, he had a full backstory. AND a hot wife.
“step jamie”
Progressive homeowners insurance can fit into any family.
Just be careful not to overstep.
“Jamie’s 4oth”
A true man of mystery, we realize there’s much more to everyone’s favorite buffoon than meets the eye.
“tool room”
In this spot, we meet Rodney: the newest member of the squad and the keeper of the sacred Name Your Price Tools. And Rodney meets Jamie.
Again.
“ACAPPELLA”
Sure, the Name Your Price Tool gives people control over their insurance payments. But now it also weirdly helps a select few Superstore employees become insanely talented singers.
Ah, the magic of insurance.
“Heaven”
For a special placement during the 2018 finale of The Voice, we created this spot based on Belinda Carlisle's classic hit ‘Heaven Is A Place On Earth’.
Needless to say, no Progressive employees later accepted a first-place golden microphone from Blake Shelton… or however they do it on that show.
“Jamie’s Twin”
Progressive employees are great at comparing prices for their customers. Aaaand that’s pretty much the only comparisons Jamie’s good at making. That, or the guy’s got excellent self-esteem.
We also did print! Remember magazines?
Credits
Executive Creative Director: Sean McBride
Creative Directors: Josh Kahn & Nate Donabed
Sr. Art Director: Abby Gross
Sr. Copywriters: Sara Cummings &
Patrick Franklin
Director: Brendan Gibbons, Station Film