- Progressive likens its team of overeager insurance agents to the Man of Steel in a new campaign that ties in to the upcoming Superman movie reboot, asserting that “not all heroes wear capes … some wear aprons.”
- The effort, from Havas, depicts Progressive’s longtime spokescharacter Flo and her team of coworkers (Jamie, Alan and Mara) as residents of Metropolis who assist citizens with insurance-related problems.
- The campaign highlights the company’s new in-app Accident Response feature, which detects and responds to major accidents by sending emergency assistance or towing services, and can even initiate a claim automatically.
In one of the spots, the team shows up at the scene of a (non-serious) accident after being called by the Accident Response feature and are excited to learn that they beat Superman to the scene. The vehicle’s driver notes that the superhero may be concerned with bigger issues like “saving the world” as the spot cuts to clips from the upcoming film. The spot closes with the team noting that “not all heroes wear capes,” before one of them takes the idea too far and refers to their signature aprons as “tummy capes.”
In addition to the television commercials, the campaign will be supported by social ads that feature the team dressed in capes (in Progressive’s signature blue color) and utilize the movie’s logo as a direct tie-in. One ad depicts a phone wearing a cape with the app activated and the headline, “Your pocket superhero.”
