A year ago, marketers were understandably uncertain about what tone to strike with their ads. Was it OK to be distractingly funny? Would somber empathy come across as insincerity?

But now we all know exactly how we feel: Tired.

It’s been a lot. All of it, just so much. A fact that Progressive and agency Arnold play to comedic—but relatable—effect with the newest spot starring longtime spokesperson Flo.

Literally titled “the Ad Where Nothing Happens,” the spot gets a bit meta in its mission not to get “wacky.” But can it hold firm and truly offer nothing of note?”

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