The Cleveland Browns quarterback dishes the gossip on the neighbours, holds a yard sale and is joined by his wife Emily in the latest season of Progressive’s NFL sitcom-style campaign.
Offering similar low-key laughs as last season’s work, ambassador Mayfield features in a series of spots for the insurer which span national TV and owned and paid social channels and promote Progressive as the leading provider of insurance for homeowners.
Set in and around the couple’s ‘home’ – the Browns’ 2m-square-foot FirstEnergy Stadium – the campaign was teased in late August with an introductory spot before the core creative began rolling out in the first week of September to leverage spiking football interest around the start of the 2021/22 NFL season.
Created by agency Arnold Worldwide, the first wave of videos included ‘BTS with Baker and Emily Mayfield Season 3’, which was followed by ‘Hot Goss’ and ‘Yard Sale’.
The campaign was conceived and created by creative agency Arnold Worldwide and the ads were helmed by O Positive director Kenny Herzog.
“When we kicked off this season, we talked a lot about how the third season is when great shows really find themselves,” explained Arnold Creative Chief Sean McBride. “And, to us, that’s exactly what happened with ‘At Home with Baker’.. The basic plot is set, the characters have been developed to a certain degree, and now it’s just about great writing and great execution—and maybe a surprise cameo or two thrown in for good measure.”
The campaign was made for and brief in by Progressive’s marketing division which included Jeff Charney (Chief Marketing Officer), Meghan Walsh (Business Leader of Creative Management), Jeanine Delsanter (Marketing Manager), Loretta Czarnomski (Senior Marketing Specialist), Andrew Christopher (Marketing Specialist), Matt Dillon ( Director of Creative Development), Bruce Perlman (Integrated Marketing Business Leader) and Lauren Barger (Director Of Consumer Marketing Strategy) with Arnold Worldwide.
The creative agency team working on the project included Sean McBride (Chief Creative Director), Gregg Nelson (SVP Group Creative Director), Mike Sullivan (SVP Group Creative Director), Tom Kelly (Creative Director), Doug Harry (Creative Director), Diana Friedman (Senior Art Director), Evan Hohenwarter (Senior Copywriter), Val Bettini (Chief Client Officer), Jordan Colleran (VP Marketing Director), Esther Wang (Senior Marketing Manager), Danielle Ivicic (VP Head of Business Affairs), Sean Vernaglia (SVP Executive Producer), Danielle Balanov (Assistant Producer) and Eric Rubino (Associate Director of Project Management).
The production team included Kenny Herzog (Director), Ralph Laucella (Executive Producer), Marc Grill (Executive Producer), Ken Licata (Executive Producer), plus Scott Henrickson (Director of Photography), editorial was handled by Cosmo Street, post production by Zero VFX, with sound design by Mike Secher at Soundtrack and music by
The Ski Team.
Comment:
As ever, it’s the quarterbacks who are hogging most of the new season ad time and other recent NFL partner marketing campaigns fronted by QBs include State Farm’s work starring Mayfield’s fellow NFL QBs Patrick Mahomes and Aaron Rodgers, Lowe’s creative with Dree Brees, and Nissan’s ‘Heisman House’.
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