Passive Progressive

Progressive is bringing back a second iteration of its “Passive Progressive” campaign with a new set of snarky, comedic moments.

Created by AOR Arnold, round two of this national campaign showcases Progressive’s outstanding savings, coverage, and customer service offerings, all through the perspective of passive aggressive characters who show how easily envy sets in when someone else has Progressive.

Two :30 hero spots, “Molly’s Vacation” and “Joe’s Family Reunion,” feature the main title characters giving side-eye energy to their friends and family who are insured by Progressive.

In “Molly’s Vacation,” Molly’s friend kicks off a girls trip by sharing that she has saved hundreds of dollars by switching to Progressive. Throughout the rest of their trip, Molly makes sassy retorts to her friends out of jealousy, insinuating that since they are saving so much money with Progressive, they should’ve booked the hotel room with the balcony.

“Joe’s Family Reunion,” follows Joe through conversations with family about how Progressive supports claims and makes changing policies easy. To make himself feel better, Joe takes a snarky dig at his relative, mocking him for living in his mom’s basement and receiving support from his grandma. All to cope with the fact that he’s missing out on serious savings.

The spots end with the message, "Don't be Passive Progressive. Switch to get good coverage and savings for yourself,” encouraging viewers to take initiative for themselves and join the Progressive community.

“‘Affordability’ is the big buzzword today, but that doesn’t mean people are down to skimp. Year 2 of the campaign continues to celebrate those who love the value and savings Progressive brings, while subtly dinging the doubters. Everyone knows someone like our passive-aggressive characters, and we chose even more relatable scenarios you’d find yourself in around these joy-stealers,” said Donnell Johnson, SVP, GCD at Arnold.
The work taps into the mindset of a broad range of consumers, with the sweet spot being those 35 and under. In addition to the two :30s, two :15s as well as :10 and :06 cutdowns will run on national TV and social.