As the pressure continues to rise for insurers—California’s recent storms are only the latest example of ongoing challenges for the industry—Progressive is once again turning to its nostalgia marketing playbook. On Monday, the Mayfield, Ohio-based insurer will introduce its latest character, “TV Dad,” a smart and supportive guy who seems like he stepped right off the set of a ’90s-era sitcom and brought his laugh track with him.
Many will recognize Reginald VelJohnson, Progressive’s TV Dad, for his turn as patriarch Carl Winslow in “Family Matters,” which ran for nearly a decade beginning in 1989. VelJohnson is also known for his work in 1988’s “Die Hard” and its 1990 sequel. In new ads, VelJohnson’s chief role is to position Progressive as a brand that will help consumers save money, particularly in today’s difficult economic climate.