Effie Case Study: Why Progressive and Arnold Have Relied on Flo for 15 Years
AdWeek , July 03rd 2024In April 2020, as the Covid-19 death toll surpassed half a million and the country wrestled with uncertainty, confusion and a new thing called social distancing, brands were scrambling for an advertising message that would suit the edgy national mood. Most defaulted to clichés: “We’re all in this together,” “In these trying times,” “We’re there for you,” and so on.
But not Progressive. That month, the insurance giant aired a 30-second spot titled “WFH—Tech Issues.” It featured Flo, the brand’s long-established mascot, and her colleagues struggling to get a video conference off the ground, beset by all the problems we know so well: frozen screens, background noise, interruptions, the whole bit.
It was a funny spot for an unfunny time. But Progressive took the risk because Flo—the brand’s white-aproned, ever-smiling face since 2008—was so recognizable to Americans that she felt like a neighbor, and so a few jokes were OK.
“There’s a level of familiarity that you need in order to make that happen,” said Sean McBride, chief creative officer of Arnold Worldwide, the agency that created Flo. “It’s a sign of how integrated into the culture the campaign was.”
