×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

BtoB's Best - Integrated Campaign (more than $200,000): Progressive Commercial

Published on .

Most Popular
Progressive Commercial Agency: Arnold Worldwide, Boston Campaign: “Businesses” Launch date: April 2012 Creative credits: Radio copywriter: Caroline Foss; creative directors: Sean McBride, Josh Tetrault; TV art director: Meg O'Connell; copywriter: Brian Hayes; creative directors: Sean McBride, Josh Tetrault; social art director: Alyssa Wilson; copywriter: Caroline Foss; creative directors: Sean McBride, Josh Tetrault; print art director: Alyssa Wilson; copywriter: Caroline Foss; creative directors: Sean McBride, Josh Tetrault Why we liked it: A recurring character that personifies a brand is a longstanding advertising tradition that still works well when used appropriately. Case in point: Progressive's integrated campaign for its commercial coverage. Small-business owners may recognize Flo, the quirky, perky Progressive spokeswoman, from the insurer's consumer campaigns. In this effort, Flo goes all-out to help the company's business customers, working alongside a plumber under a sink, lugging shrubbery with a landscaper and even, to amusing effect, yelling out orders in Korean while working at a barbecue food truck.
In this article: