Have you caught them yet? Progressive Insurance has recently launched a new campaign centered around this super-focused and serious sign spinner. He's no Flo, played by actress and comedian Stephanie Courtney, but he's not supposed to be either.
It's a departure, right? Um, yeah.
They tried introducing Jamie, a sidekick for Flo, then Motaur and now this. The young man is quirky and awkward which makes us a little uncomfortable to watch. Almost as if we're watching someone doing his court assigned community service. Is this supposed to make me care about Progressive? Aside from using the sign as the commercial's CTA, where is the connection with the audience?
If the storyline doesn't make you want to slide down off your sofa and hide on the floor, wait until the voiceover comes in. The bored and negative sounding female voice says "switch to Progressive and you can save hundreds. You know, like the sign says."
The Flo campaign is one of those examples of advertising brilliance. A fictional spokesperson who is funny, relatable, and helps bridge the gap between consumers and the brand by making emotional connections. Additionally, the campaign is a positive one which subconsciously spreads positive associations with the Progressive brand. It seems that that this campaign misses the mark and does not help the brand connect with consumers who are attracted to better messaging from competitors such as Farmers Insurance, State Farm, Allstate Insurance, and Liberty Mutual Insurance.
What do you think?