Progressive is taking a witty approach to car insurance savings with its latest campaign, “Don’t be Passive Progressive,” targeting drivers under 35 who prioritize affordability and convenience—especially as everyday costs continue to rise.
Created by Arnold, the national campaign highlights the brand’s competitive rates, solid coverage, and strong customer service through the lens of passive-aggressive characters. These envious individuals can’t hide their frustration when they realize their counterparts have Progressive and can’t stop raving about the savings.
Two 30-second spots, “Tom” and “Nancy,” place the action in an office and on a soccer field, respectively. The title characters make subtly snarky comments toward others who have already benefited from Progressive’s savings—or are considering switching. The ads wrap with the campaign’s tagline, “Don’t be Passive Progressive,” reinforcing how switching could lead to better coverage and significant savings. Watch below:
“Progressive offers the best of both worlds—affordable car insurance without compromising on coverage,” said Donnell Johnson, SVP, Group Creative Director at Arnold. “But we also know that some people might roll their eyes at that. That’s where Passive Progressive comes in. This campaign embraces the skeptics and celebrates the smart shoppers who choose Progressive.”
Beyond the 30-second spots, two 15-second ads, “Elevator Buttons” and “Pizza Party,” will air nationally on TV and social media, expanding on the campaign’s humorous, relatable tone.
This latest initiative marks a fresh comedic angle for Progressive, adding a new layer to its established “Superstore” and “Dr. Rick” campaigns.
“Kudos to the team for bringing a slightly different humor style to the brand,” Johnson added. “It’s passive-aggressive, but in a fun and lighthearted way.”
CREDITS:
BRAND: Progressive Insurance
AGENCY: Arnold Worldwide
- Chief Creative Officer: Sean McBride
- Chief Client Officer: Val Bettini
- SVP, Group Creative Director: Donnell Johnson
- VP, Creative Director: Tom Kelly
- VP, Creative Director: Thomas HairAssociate Creative Director: Cassondra Bazelow
- Associate Creative Director: Caroline Monday
- Executive Producers: Patrick Carney
- Associate Producer: Sam Zakon-Anderson
- Managing Director: Andrew Arnot
- SVP, Marketing Director: Caroline Kozub
- VP, Marketing Director: Jennifer Johnson
- Associate Marketing Manager: Kahla Campbell
- SVP Strategy Director: Archana Mahadevan
- Sr. Brand Strategist: Jefferson Beard
- Director, Project Management: Kerrie Jacoby
- Project Manager: Amy Cox
- SVP, Head of Business Affairs: Lisa Belden Colucci
- VP Director Business Affairs: Jane Dawson
- Business Affairs Manager: Leo Do
PRODUCTION COMPANY: Smuggler
- Director: Benji Weinstein
- Executive Producer: Drew Santarsiero
- Line Producer: Jason Manz
EDIT: Arcade Edit
- Editor: Ali Mao
- Assistant Editor: Thomas Bergerstock
- EP/Partner: Sila Soyer
- Post Producer: Andrew Cravotta
COLOR: Company 3
Kath Raisch
VFX: Brickyard VFX
SOUND DESIGN/MIX : Mike Secher/Soundtrack Group
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