Progressive expands Dr. Rick ads

The latest commercial introduces a different approach to the long-running Parentamorphosis concept by encouraging young homeowners to embrace, rather than suppress, their parental habits.

Progressive Insurance has launched three additions to its Dr. Rick advertising campaign, developed with agency Arnold. The latest commercial, Let It Out, introduces a different approach to the long-running Parentamorphosis concept by encouraging young homeowners to embrace, rather than suppress, their parental habits.

The campaign continues to build on the Dr. Rick character, who has previously focused on helping first-time homeowners avoid adopting behaviours associated with their parents.

New spot embraces parental behaviour

In Let It Out, Dr. Rick leads a group therapy session in which participants are encouraged to discuss everyday homeowner topics without restraint. The commercial centres on conversations about patio stone, shades of white paint and electric resistance heating as the group enthusiastically embraces its inner parent.

The campaign marks a shift in tone for the character, who temporarily abandons his usual efforts to prevent Parentamorphosis.

Two additional commercials join campaign

The latest release follows two other commercials now airing nationally.

The Plan shows Dr. Rick intervening as routine outings become increasingly overplanned, with homeowners organising detailed meeting points and strategies for simple activities.

In The Waiting Room, Dr. Rick attempts to calm homeowners whose behaviour in a dentist's waiting room becomes increasingly anxious and overprepared, highlighting another example of Parentamorphosis.

Campaign continues national rollout

All three commercials are airing nationally on broadcast television as Progressive continues to expand one of its longest-running advertising platforms.

Sean McBride, Chief Creative Officer, Arnold: "Let it Out is an execution we've been flirting with for a while, it's fun to see the Dr. Rick character pivot and actually encourage parental behaviors for once. There's a certain defeatedness to that approach that seems to fit this moment in the arc of his story. Like, after years of chasing prevention, you can imagine him in his office thinking 'what if I just let these people act like their parents as much as they want? Surely they have to stop eventually?' No such luck Doc."

www.progressive.com

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