Progressive has launched a very funny and insightful new NFL-themed campaign titled “The Backup,” directed by Paul Hunter of Prettybird. Backups! That’s brilliant.
The campaign, created by Arnold Worldwide, cleverly imagines a world where everyday tasks could be handed off to a backup, just like in football when a backup quarterback steps in to save the day. The idea: what if you could have someone step in and finish any difficult project or chore for you?
The creative enlists a lineup of seasoned NFL backup quarterbacks, including Josh Dobbs, Jacoby Brissett, Case Keenum, and Colt McCoy, to bring this concept to life. Each quarterback stars in a unique spot, emphasizing that while there may not always be a backup waiting to help you with life’s challenges, Progressive is there to provide dependable coverage for your home and auto.
The campaign’s first spot, “Backup Backup,” will air during the NFL season opener on September 5. It features Case Keenum stepping in to help a dad struggling to park a trailer in front of his family. Keenum offers the much-needed assist, highlighting the lighthearted theme of the campaign. Watch below:
REELated:
Sean McBride, Chief Creative Officer at Arnold, shared the inspiration behind the campaign: “Most football fans have an irrational love for their team’s backup quarterback. With 65 different quarterbacks starting games in the NFL last year, backups have never been more relevant. It felt like the perfect time to let backup QBs shine as celebrity spokespeople too.”
The spots showcase the reliability of Progressive’s insurance coverage while adding humor through relatable scenarios, making it a fun and engaging campaign for football fans and beyond.
CREDITS:
BRAND: Progressive Insurance
AGENCY: Arnold Worldwide
- Chief Creative Officer: Sean McBride
- Chief Client Officer: Val Bettini
- SVP, Group Creative Directors: Gregg Nelson, Mike Sullivan
- Assoc. Creative Director: Sarah Shellaberger
- Assoc. Creative Director: Dylan MeagherExecutive Producer: Pat Carney
- Assistant Producer: Maria Torres
- Marketing: Andrew Arnot, Alex McSweeney, Emily Neal
- Project Manager: Samantha Trythall
- SVP, Head of Business Affairs: Lisa Belden Colucci
- Senior Business Affairs Manager: Elyssa Ahern
PRODUCTION COMPANY: Prettybird
- Director: Paul Hunter
- Line Producer: Pete Vitale
EDIT: Cosmo Street Editorial
- Editor: Aaron Langley
- Assistant Editor: Jared Zygarlicke
- Post Producer: Paolo Solarte
ViFX: Zero VFX
SOUND DESIGN: Mike Secher/Soundtrack Group
MUSIC: Singing Serpent
COLOR: The Color Refinery
Colorist: Rob Bessette
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