Sorry Progressive, but the Policy has nothing on Flo.
Though Progressive insurance speaks for itself, the new character has too much going on in one spot. The Policy delivers 9 messages between the comedies of a personal tailor to a personal masseuse. Amusing as it is, all you can remember after the spot was a talking, pampered box that seems to be taking Flo’s place.
Jeff Charney, the Progressive Chief Marketing Officer, swears that Flo is not getting a demotion. “She just wasn’t suited for this job, which is to make a hard sell in a direct-response ad” as AdAge reports. True as this maybe, Progressive’s agency-of-record, Arnold Worldwide, has some work to do.
What exactly is the insurance saying? Which message should we be hearing? The insurance actually speaks for itself, which is a nifty feat, but what about the insurance is being sold?
Keep working, Arnold Worldwide. Get rid of a few distractions and you’ve got a big idea waiting to bloom.
(Four broccoli sandwiches are yours while you think this through.)