Arnold Worldwide, the creative force behind iconic spokesperson Flo and the beloved Parenta-life coach, Dr. Rick, has introduced two new animated characters for the Progressive brand.
The Progressive Pigeons, as they’re affectionately called, make their debut in the company’s latest campaign aimed at showcasing potential savings of up to $750 for consumers who switch to Progressive.
The campaign is strategically targeted at young drivers under 35, who prioritize saving money on essentials like car insurance amid rising inflationary pressures. By highlighting the tangible impact of a $750 savings, Progressive aims to resonate with consumers and illustrate the value proposition of its services.
The initial trio of animated spots—titled “Dream,” “Smartwatch,” and “Mix It Up”—feature The Progressive Pigeons, a comedic duo reminiscent of the classic “Odd Couple.” These avian protagonists engage in banter, offering humorous insights into the financial benefits of choosing Progressive insurance. From contemplating the purchase of plane tickets to pondering everyday expenses like groceries, the pigeons provide a lighthearted take on budgeting and savings. Watch below:
REELated:
Donnell Johnson, SVP Group Creative Director at Arnold, emphasized the campaign’s emphasis on authenticity and relatability. “On the real? $hit’s expensive. And having an additional $750 nowadays to spend on yourself is a big deal. Our wonderful clients agreed with that strategy but also, if we were going to do an ‘imagine the possibilities’ trope, it needed to be surprising; feel like content-first. Enter animation, two amazing voices and human-like pigeons, just kicking it.”
Produced by Emmy-award-winning Nexus Studios and directed by acclaimed craftsman Conor Finnegan, the campaign represents a collaborative effort to blend creativity with humor.
Finnegan, reflecting on his experience working on the project, highlighted the integration of stop-motion techniques to infuse the films with a tactile feel while embracing their CG nature. “It’s been such a pleasure to work with the Arnold team on this project,” he shared. “I brought a lot of my experience from stop motion to this project, I think this gives the films a tactile feel while embracing their CG nature. Creatively it’s been a real highlight for me from capturing the right comedic tone to creating and developing Chuck and Gina as characters. I’m excited for this campaign to sit amongst Progressive’s flock of impressive films.”
As Progressive continues to innovate its brand narrative, the introduction of the Progressive Pigeons underscores a commitment to engaging storytelling and connecting with consumers on a personal level.
“Dream” and “Smartwatch” are currently airing nationwide, with “Mix It Up” slated for release on January 29th. The campaign’s digital video and social content rollout throughout Q1 aims to engage audiences across various channels.
CREDITS:
BRAND: Progressive Insurance
AGENCY: Arnold Worldwide
- Chief Creative Officer: Sean McBride
- SVP, Group Creative Director: Donnell Johnson
- VP, Creative Directors: Tom Kelly, Doug Harry
- Art Director: Lacie Johnson
- Copywriter: Courtney Hoenicke
- SVP, Executive Producer: Sean Vernaglia
- Associate Producer: Sam Zakon-Anderson
- SVP, Director of Business Affairs: Camara Price
- VP, Marketing Director: Caroline Kozub
- Marketing Manager: Naomi Mora
- Chief Strategy Officer: Federico Chiesa
- Sr. Brand Strategist: Jefferson Beard
- VP, Director of Project Management: Priscilla Patterson
- Sr. Project Manager: Samantha Trythall
ANIMATION COMPANY: Nexus Studios
- Director: Conor Finnegan
- Head of Production: Rachel Moss
- Executive Producer: Paige Sullivan
- Producer: Rebecca Archer
- Creative Director: Delfina Maria
- Lead 3D Animator: William Lorton
SOUND DESIGN: Soundtrack
Sound Engineer: Mike Secher
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