Passive Progressive

Progressive Warns Against Becoming “Passive Progressive” in New Campaign Touting Insurance Brand’s Amazing Savings and Strong Value

“Don’t be Passive Progressive” is the message in a new campaign from Progressive targeting young drivers under 35 who value good rates and ease on things like car insurance, especially as costs rise for everyday expenses like groceries.

The national campaign, created by AOR Arnold, showcases Progressive’s amazing savings, good coverage, and customer service, all through the lens of passive aggressive characters that can’t help but be jealous of their counterparts that have Progressive Insurance – and just can’t stop talking about it.

Two :30 hero spots, “Tom” and “Nancy,” feature the main title characters in an office and soccer field setting, respectively, making subtly passive aggressive comments toward others who have benefitted from or are thinking about making Progressive their car insurer.

The spots end with the tagline, "Don't be Passive Progressive” with spot-specific messaging about how switching could lead to better coverage and hundreds in savings.

"Progressive offers the best of both worlds – saving money on car insurance without sacrificing coverage," said Donnell Johnson, SVP, Group Creative Director at Arnold. "But it’s no shock to think many folks may roll their eyes at that notion. Enter Passive Progressive. This campaign goes right at the possible haters and celebrates the value hunters who do choose us."

In addition to the :30s, two :15 spots, "Elevator Buttons" and "Pizza Party," will run on national TV and social.

The new campaign is another foray beyond Progressive’s established “Superstore” and “Dr. Rick” campaigns.

Johnson continued: "Kudos to the team for letting us tap into a slightly different flavor of humor for the brand. It’s 'passive aggressive' but in a fun and comedic way."