PROGRESSIVE’S DR. RICK PENS BOOK TO SAVE ‘SUFFERERS OF PARENTAMORPHOSIS’
AdAge, November 01st 2021
Since the 2017 ad “Group session,” Progressive has tried to save young adults from becoming their parents, a phenomenon it calls “Parentamorphosis.” The insurance company continued to build on that idea in April 2020, when it introduced the character “Dr. Rick.”
Portrayed by the actor Bill Glass, the fictitious life coach has become a popular figure in Progressive’s marketing portfolio alongside Flo, the insurance brand’s prolific spokeswoman portrayed by Stephanie Courtney. Both characters were created under the leadership of Jeff Charney, Progressive’s longtime chief marketing officer, who is retiring in January.
Dr. Rick is crossing over from the commercial world to print with a new book, “Dr. Rick Will See You Now.”