Dr. Rick | Letting Go

In “Letting Go,” a new :30 spot created by AOR Arnold, Dr. Rick continues his journey to help young people through their ‘Parentamorphosis’ affliction, aka turning into their parents after they’ve bought their first home.

To most people, it’s just getting rid of junk. But to a young homeowner turning into their parents, it's progress. From tissue box covers to butter containers, the only way forward is to get rid of these ‘Parentamorphosis’ triggers, and Dr. Rick is there to guide the way.

The spot ends with the voiceover: “Progressive can’t save you from becoming your parents, but we can save you money when you bundle home & auto with us.”

“Despite the fact that Dr. Rick is a fake doctor, and that Parentamorphesis is a fake affliction, the key to this campaign is and always has been capturing the truth,” said Sean McBride, CCO of Arnold. “A good one should make a viewer go ‘haha, my mom does that,’ or worse, ‘uh oh, I totally do that.’ So it’s a delicate dance between dreaming up characters that are totally new and pretty absurd, and reflecting back real life as honestly as possible. For me, this latest installment captures that balance perfectly. In fact I’ve got a pile of ‘perfectly good’ scraps of wood gathering dust in the basement right now. I’ll never use it. But what am I supposed to do, just throw it away?”