At the start of the new football season, a multi-spot September US campaign from Progressive Insurance takes a football replay challenge into people’s homes to try and settle common household disagreements using a device familiar to American Football fans – the ‘challenge flag’.
Working with creative agency Arnold Worldwide and O Positive, the campaign takes a ‘funny because it’s true’ approach based around the insight that everyone has moments in life that they wish they were able to go back and review again in detail in order to settle a disagreement.
The first spot, titled ‘Life Jackets’, features a couple unloading a canoe from their car near a river when they realised they left their life jackets at home. This leads to a classic ‘he said, she said’ situation which is decided definitely when a challenge flag is thrown, an official replay appears to confirm who was correct once and for all.
The ‘Replay: Life Jackets’ commercial dropped on 8 September and was accompanied with the copy: “When life gives you challenges, throw challenge flags! Someone forgot to pack the life jackets for a camping trip. Find out who’s right, and who’s embarrassed”
#Football fans know, the challenge can only have one winner. Who will it be? #Replay #Challenge #Progressive pic.twitter.com/Bk09yiyvRM
— Progressive (@progressive) September 8, 2022
What can we say? In life as in football, the replay never lies! #Replay #Challenge #Progressive pic.twitter.com/19xwPifOtt
— Progressive (@progressive) September 9, 2022
“I think we can all agree that real life should have a challenge flag. Imagine how many squabbles we’d settle if we could just roll back the tape and confirm who did or didn’t say or do the thing in question,” explained Arnold Worldwide Chief Creative Officer Sean McBride. “Our new campaign for Progressive for the football season is exactly the kind of work we most love making at Arnold – work born of a simple human truth and brought to life with world-class craft and keen attention to detail.”
The campaign was for client progressive Insurance’s marketing team which included CEO Tricia Griffith, Chief Marketing Officer Remi Kent, Business Leader Of Creative Management Meghan Walsh, Marketing Manager Jeanine Delsanter, Marketing Specialists Loretta Czarnomski and Andrew J Christopher by Arnold Worldwide.
The creative agency team included Chief Creative Officer Sean McBride, SVP Group Creative Directors Gregg Nelson and Michael Sullivan, Senior Copywriter Tori Young, Art Director Danny Hughes, SVP Executive Producer Sean Vernaglia, SVP Director Of Business Affairs Camara Price, Chief Client Officer Val Bettini, SVP Marketing Director Victoria Parchment, VP Marketing Director Jordan Colleran, Associate Director Of Project Management Eric Rubino and EVP Brand Strategy Director Catherine Sheehan.
The group working on the campaign at production company O Positive included Director David Shane, Director Of Photography Charlie Sarroff, Executive Producers Ralph Laucella and Marc Grill and Line Producer Jason Reda. The edit was handled by Cosmo Street Editorial’s Head Of Production Anne Lai and Editor Aaron Langley.
Comment:
The sheer power, influence and reach across the USA of the football in general and the NFL in particular mean that even brand marketers without any official rights seek to leverage the new season through football-themed and league-linked marketing initiatives.
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