Progressive Brings Back Relatable Campaign About Becoming Your Parents
Nothing ages you like home ownership. Perhaps it’s the financial strain, added responsibility or just the mental exhaustion of learning how to fix the million things that break five minutes after moving in.
For the past four years, Progressive has been tapping into the relatable transformation that happens to first-time homeowners. In 'Guys Night Out,' for example, we saw how this rapid aging left friends stuck with a guy who shook hands on the dance floor and couldn’t pronounce 'jalapeno.'
Now the campaign from agency Arnold is back and painfully valid as ever.
This time, Progressive introduces Dr. Rick, a supposed 'parenta-life coach' who helps home buyers avoid the fate of becoming their parents.
Progressive CMO Jeff Charney has described the brand’s strategy of parallel campaigns as being similar to a TV network that hosts a wide range of ongoing shows.The spots were directed by Martin Granger, who’s also helmed several other spots in the campaign over the years.
In addition to the two new spots, Progressive has also made a mini-mockumentary about Dr. Rick’s (fictional) career, which includes his book, 'Un-becoming Your Parents.'