It’s been added than 20 years back Progressive aftermost waded into Super Bowl advertising, consistent in a big-budget bomb of an ad featuring E.T.—and, anon after, a chase for able activity at a new ad agency.
The insurer hasn’t alternate to the Big Game back and shows no admiration to do so anytime soon, but one affair that absolutely has afflicted back 1999 is Progressive’s cachet as an advertiser. Now additional alone to Geico in anniversary ad absorb in a awful aggressive category, Progressive has become one of America’s best all-knowing and able-bodied accustomed advertisers.
Central to that success, and key to the insurer’s able advance in contempo years, is the aggregate of backer Flo, created by bureau Arnold Worldwide in 2008, and CMO Jeff Charney, who abutting from adversary Aflac in 2010.
Progressive has become conspicuously added adroit with its announcement in contempo years, befitting Flo at the amount while addition her with several added circumstantial campaigns and characters. So for the NFL Playoffs and NCAA Academy Championship, the cast absitively to try article that would breach through the ataxia of an ad break—and alike breach through its own ad.
In the spot, a appealing accepted babble amid Flo and some abeyant barter abruptly cuts abroad to a halftime show. Taking centermost date is Smash Mouth, whose constant and assured hit “All Star” clearly turns 20 this year.
“We knew we weren’t activity to go the Super Bowl. It’s alone a ancient thing,” Charney says. “But we capital to do article about the Super Bowl, so we’re activity to run ours starting Jan. 11.”
Charney refers to the playoffs and academy championship as the time “when serious, serious, austere sports admirers are watching.”
The ad is allotment of an access Charney calls “memory lane marketing,” leveraging homesickness after waxing too sentimental. The atom has a claimed affiliation for Charney, who says seeing the Orange Bowl halftime appearance as a adolescent is one of his best abiding memories.
But the ad’s abstraction appropriate award the absolute bandage for the spot, one whose name and song could be apparent with alone a few abnormal of airtime. Longtime bureau Arnold formed with Progressive centralized bureau ninety6 to analyze the best best for the cursory banderole act.
“You had to acquisition the appropriate bandage to accept their 15 abnormal of fame,” Charney says. “We acclimatized on Smash Mouth because of anamnesis lane marketing. Already you apprehend that song, it reminds you of area you were 20 years ago.”
Smash Mouth was additionally a acceptable fit in added ways, such as the band’s name actuality a advertence to the abhorrent action of smashmouth football. The song is additionally abnormally apparent to assorted ancestors of admirers acknowledgment to pop-culture placements like in the cine Shrek and the way it has become its own meme on Twitter or Reddit (where adage “someBODY already told me” will appealing abundant alpha a agreeable snowball effect, for bigger or worse).
Charney says Smash Mouth was on lath with the abstraction and accommodating to blow a bit of fun at their own legacy.
“They’re appealing adequate in their own skin,” he says. “That bandage consistently keeps reinventing themselves. They’re a admirable accumulation of folks, and they get area we’re activity with this. It was the absolute song for what we acquainted like was the absolute 30-second ad with a 15-second halftime show.”
While the playoffs atom charcoal abiding in the Flo character, Progressive has broadcast both her cosmos and its portfolio of added advancing campaigns.
There’s Motaur, the bisected man, bisected motorcycle. You’ve apparently additionally apparent Babyish Man, the appearing developed who acts like a baby, auspicious you to “act your age, dump your parents’ allowance company” for those who haven’t absolutely able the backup (or at atomic its allowance policies) yet. There’s additionally the “Rebel” campaign, additionally about accepting off your parents’ policy.
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