Monster To-Do List

For a micro-business owner, the to-do list is a constant, hovering presence. Progressive is leaning into this reality with the fourth installment of its “Monster To-Do List” campaign, created in partnership with longtime AOR Arnold. Today, the brand launches its latest creative, aiming to reframe the insurance process to show that getting a quote is the fastest way to clear the pile of to-dos.

While previous years of the “Monster To-Do List” focused on the solo hustle of entrepreneurs, this iteration introduces a second life-sized sticky-note monster. The expansion serves as a visual metaphor for the shared experience of small business owners everywhere, spotlighting how the “monster” is a universal colleague.

The hero :30 film, “Nelson’s Odds & Ends,” finds two shop owners navigating a delivery of antique furniture while the monster looms nearby. The creature relentlessly decorates the shop with yellow post-its demanding: “Do Inventory,” “Pay Electric,” and “Hire Someone.” Amidst a literal flurry of tasks, the shop owner finds clarity in a single note: “Get a Quote.” It’s a moment of relief that highlights Progressive’s ability to simplify an otherwise daunting responsibility.

“Every small business owner has a monster to-do list,” said Sean McBride, Chief Creative Officer at Arnold. “This year, we introduced a second monster to showcase that owners aren’t alone in that daily grind. They see themselves in this lovable menace, and they appreciate that Progressive makes at least one task quick and easy, so they can stay focused on the business they’ve built.”

Since its debut in 2023 featuring a food truck owner, the “Monster To-Do List” has become a staple of Progressive’s small business outreach. This newest chapter is currently live across national TV and social platforms.