As the pressure continues to rise for insurers—California’s recent storms are only the latest example of ongoing challenges for the industry—Progressive is once again turning to its nostalgia marketing playbook. On Monday, the Mayfield, Ohio-based insurer will introduce its latest character, “TV Dad,” a smart and supportive guy who seems like he stepped right off the set of a '90s-era sitcom and brought his laugh track with him.

Many will recognize Reginald VelJohnson, Progressive’s TV Dad, for his turn as patriarch Carl Winslow in “Family Matters,” which ran for nearly a decade beginning in 1989. VelJohnson is also known for his work in 1988's “Die Hard” and its 1990 sequel. In new ads, VelJohnson’s chief role is to position Progressive as a brand that will help consumers save money, particularly in today’s difficult economic climate.

In one spot, a young father laments a new orthodontia expense for his child. While his own dad’s advice falls on deaf ears, it’s the same counsel from TV Dad—to switch car insurance to Progressive and save money—that resonates.

“I’m excited about pairing the nostalgia of the sitcom with the savings method because it hearkens back to the purity of family,” said Remi Kent, chief marketing officer at Progressive. “We want to be sensitive to what’s happening in people’s lives.”

Progressive is planning three spots in total with the new character. The marketing push includes broadcast TV and streaming, radio and paid and organic social media. Much like Dr. Rick, a similar Progressive character that also provides advice, TV Dad will function on his own and not interact with the likes of other longtime spokescharacters such as Progressive agents Flo and Jamie.

Read more: The 9 most popular insurance ad characters, ranked

VelJohnson’s casting is also part of a push to add more diversity to Progressive’s lineup, according to Kent.

“Clearly as an African American leader and woman, it’s a personal ambition of mine to increase diversity,” she said, adding that “the people we serve look very diverse and we want to make sure all of our work is relatable and that people can see themselves in the work from Progressive.”

The new work was created with Arnold, Progressive’s longtime agency of record which recently signed on for another year of working with the brand, according to Kent.

Like many insurers, Progressive has experienced a toll from recent natural disasters including Hurricane Ian. The brand recently announced that the property losses from Ian are estimated to be $1 billion.

However, Progressive is gaining market share in the car insurance sector. The company is now the largest motor insurer in the U.S., ahead of competitor State Farm, according to new research from GlobalData. Progressive's revenue rose 10% to $12.8 billion in the third quarter of 2022.