Progressive Insurance has long been known for Flo, its bubbly spokescharacter. But recently it’s taken a shine to a second campaign, “Parentamorphosis,” and is about to make a unique media buy supporting it.
The campaign, from Arnold Worldwide, launched last November with a pair of spots in which ordinary folks start turning into their parents after they buy their first home. (While Progressive can’t help you with that problem, the spots said, it can insure that new purchase—and your car as well.)
“Parentamorphosis” continues tonight with a two-minute block of Progressive content launching right before kickoff of Thursday Night Football on CBS. The bulk of the block is a 90-second spot called “Group Session,” in which folks who are turning into their parents meet in a therapy-style circle—and proceed to whip out all sorts of Dad-isms.
A second new spot, a :30 called “Doppledinner,” will also air during the two-minute block.
A rep for Progressive says “Parentamorphosis” is the company’s “most successful campaign to date not featuring Flo.” Thus, the continued investment in it—including the :90, an ad length that’s usually reserved for the more lavish Super Bowl commercials.
Progressive says “Group Session” was cut specifically for TNF, and is not scheduled to air at any other time.
Chief Marketing Officer: Jeff Charney
Business Leader Marketing Strategy and Experience: Cat Kolodij
Senior Advisor Marketing Operations: Bruce Perlman
Marketing Planning Manager: Rachel Lindberg
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Agency: Arnold Worldwide
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