Creativity

Progressive Introduces a Support Group for People Turning Into Their Parents

Progressive Is There for When You 'Parentamorphosis' Sets In and Start Doing What Mom and Dad Would Do

By Adrianne Pasquarelli. Published on Oct 24, 2017

Editor's Pick

Progressive is continuing to document the shift of consumers becoming their parents--a phenomenon the insurer has coined "parentamorphosis"--with a new spot this week out of Arnold Worldwide.

In the 30-second commercial, men and women meet in a "Dad" Support Group to talk about their transformation frustrations. Laments include, "I text in full sentences," "This hat was free, what am I supposed to do, not wear it?," and "Why is the door open, are we trying to air condition the whole neighborhood?!" One attendee mentions that at least he bundled home and auto, thereby saving money, and a voiceover concurs: "Progressive can't save you from becoming your parents, but we can save you money when you bundle home and auto."

The Ohio-based brand will air an expanded, 90-second version of the spot during Thursday Night Football this week. A spokeswoman said the campaign, which began 11 months ago, has been Progressive's most successful effort without spokeswoman Flo.

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About

Credits

Date
Oct 24, 2017
Agency:
Arnold Worldwide
Client:
Progressive
Global Chief Creative Officer:
Icaro Doria
Executive Creative Director:
Sean McBride
Creative Director:
Mike Sullivan
Creative Director:
Matt McNulty
Copywriter:
AJ Warren
Producer:
Sean Vernaglia
Assistant Producer:
Jacqui Malis
Business Affairs:
Danielle Ivicic
Business Affairs:
Taylor Thomas
Planner:
Catherine Sheehan
Marketing:
Elliott Seaborn
Marketing:
Val Bettini
Marketing:
Alex McSweeney
Marketing:
Aidan Keefer
Project Management:
Erin Sullivan
Chief Marketing Officer:
Jeff Charney
Business Leader Marketing Strategy and Experience:
Cat Kolodij
Senior Advisor Marketing Operations:
Bruce Perlman
Marketing Planning Manager:
Rachel Lindberg
Marketing Specialist:
Jennifer Nezovich
Post Production:
Brickyard VFX

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