Progressive is continuing to document the shift of consumers becoming their parents --"a phenomenon the insurer has coined "parentamorphosis"--with a new spot this week. In the 30-second commercial, men and women meet in a "Dad" Support Group to talk about their transformation frustrations. Laments include, "I text in full sentences," "This hat was free, what am I supposed to do, not wear it?," and "Why is the door open, are we trying to air condition the whole neighborhood?!" One attendee mentions that at least he bundled home and auto, thereby saving money, and a voiceover concurs: "Progressive can't save you from becoming your parents, but we can save you money when you bundle home and auto."
The Ohio-based brand will air an expanded, 90-second version of the spot during Thursday Night Football this week. A spokeswoman said the campaign, which began 11 months ago, has been Progressive's most successful effort without spokeswoman Flo.