Progressive is back with its beloved Parenta-Life Coach, Dr. Rick, portrayed by actor Bill Glass, in two new :30-second spots that continue his valiant (and often futile) mission to save first-time homeowners from becoming their parents.
Created by Arnold Worldwide, the campaign’s longtime agency of record, the fresh spots,”Photo Op” and “Fun Seminar”—deliver painfully relatable laughs as Dr. Rick diagnoses classic symptoms of what he calls “Parentamorphosis.”
In “Photo Op”, a well-meaning young homeowner can’t resist offering to take a stranger’s group photo—turning a casual moment into an unsolicited photo shoot with multiple angles, lighting checks, and the dreaded “just one more for safety.” Dr. Rick swoops in with a gentle intervention, but the slide is already in motion.
In “Fun Seminar”, Dr. Rick hosts a keynote to help attendees distinguish between fun and chores, reminding them that lawn care is not a social activity and that breaking down boxes should never be a weekend highlight.
Both spots close with Progressive’s now-iconic tagline: “Progressive can’t protect you from becoming your parents, but we can protect your home and auto when you bundle with us.”
“Sometimes Dr. Rick has to deliver tough love. I was actually looking forward to cleaning out my basement this weekend—now I know that’s sad. Somewhere deep inside, I always knew,” notes Sean McBride, Chief Creative Officer at Arnold Worldwide.
The new work adds to a celebrated series that has already taken on behaviors ranging from “Pump Talk” to “Bathroom Door,” “Firepit,” and “Neighborhood Mayor.” Dr. Rick’s latest seminars are now airing nationwide on broadcast. And we like it.
CREDITS:
BRAND: Progressive Insurance
AGENCY: Arnold
- Chief Creative Officer: Sean McBride
- Chief Client Officer: Val Bettini
- SVP, Group Creative Directors: Gregg Nelson, Michael Sullivan
- Associate Creative Director, Copy: Matt Bottkol
- Associate Creative Director, Art: Allison Apperson
- Sr. Copywriter: Molly Burke
- Sr. Art Director: Daniel Hughes
- Broadcast Producers: Sean Vernaglia
- Marketing: Andrew Arnot, Crissy Cavallaro, Sydney Southern
- Strategy: Archana Mahadevan, Mitch Blum
- Project Manager: Samantha Trythall, Amy Cox
- Business Affairs: Lisa Belden Colucci, Carolan Kelley
PRODUCTION COMPANY: Moxie Pictures
- Director: Martin Granger
- Line Producer: Heidi Soltesz
- Director of Photography: Barry Peterson
EDIT: Cosmo Street
Editor: Aaron Langley
VFX: Zero VFX
SOUND DESIGN: Soundtrack Group
Mike Secher
MUSIC: JSM Music
COLOR: Color Refinery
Colorist: Rob Bessette
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