Dr. Rick, who has become a low-key cultural icon for Progressive, once again proves why he’s the first-time homeowner’s most relatable nightmare and unlikely hero. The campaign continues to mine comedic gold from life’s most humbling realization: you are turning into your parents.
The good doctor is back in a new Progressive spot— from Arnold Worldwide, and this time, he’s tackling one of the most subtle symptoms of “Parentamorphosis”: the uncontrollable urge to fill awkward silences with even more awkward small talk.
In “Pump Talk,” the beloved Parenta-Life Coach observes in dismay as a young homeowner—filling up at a gas station—breaks the silence with unsolicited tips about the bathroom code and squeegee technique. It’s all painfully polite… and hilariously parental. The spot ends with the voiceover: “Progressive can’t protect you from becoming your parents, but we can protect your home and auto when you bundle with us.”Watch the hilarity below:
“Senior citizens famously have no filter,” says Sean McBride, Chief Creative Officer at Arnold. “The behavior we’re highlighting here is the precursor to that—those early signs you’re on the road to becoming your parents. As always, I think the team executed the idea with the perfect balance of smart writing and subtle performance.”
The spot aired nationally starting March 24 and is the latest in a series that’s tackled everything from weather-based hosting etiquette to unsolicited “dad-vice.”
Because while Progressive can’t stop you from sharing unasked-for squeegee advice at the pump… they can protect your home and auto when you bundle.
CREDITS:
BRAND: Progressive
AGENCY: Arnold Worldwide
- Chief Creative Officer: Sean McBride
- Chief Client Officer: Val Bettini
- SVP, Group Creative Directors: Gregg Nelson, Michael Sullivan
- VP, Creative Directors: Thomas Hair, Tom Kelly
- Assoc. Creative Directors: Hector Bauza, Vijay Patil
- Sr. Copywriter: Molly Burke
- Sr. Art Director: Daniel Hughes
- Broadcast Producers: Sean Vernaglia, Maria Torres
- Marketing: Andrew Arnot, Alex McSweeney, Crissy Cavallaro
- Strategy: Marissa Kelley, Mitch Blum
- Project Manager: Samantha Trythall, Amy Cox
- Business Affairs: Lisa Belden Colucci, Elyssa Ahern
PRODUCTION COMPANY: Moxie Pictures
- Director: Martin Granger
- Line Producer: Heidi Soltesz,
- Director of Photography: Malik Sayeed
EDIT: Cosmo Street
Editor: Aaron Langley
COLOR: The Color Refinery
Colorist: Rob Bessette
VFX: Zero VFX
SOUND DESIGN: Mike Secher/Soundtrack Group
MUSIC: JSM Music
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