A challenging project: introduce Drive Insurance, a Progressive spinoff created to win back the goodwill of bricks and mortar insurance agents – agents unhappy that Progressive had been supporting the online side of the biz with far more ad dollars
The really challenging part? We were asked to specifically target agents with national TV. We had to create work that would resonate with millions of viewers, yet speak directly to 50,000 pissed off insurance agents.
Meeting them, we saw that they were in fact helpful members of their community. They just wanted to be acknowledged. So we found a believable, human way to honor them - using B celebrities who think they're getting unusually special treatment. The agents loved it. Progressive's CEO, Glen Renwick, called the campaign a spectacular success.