The Arnell Group brought E.T., the titular space alien from Steven Spielberg's 1982 blockbuster, to the little screen for this Progressive Insurance ad that ran during the second quarter of Super Bowl XXXIII.
"Tell us about the Earthlings," E.T. is asked by one of his fellow extraterrestrials. (The commercial is subtitled for those who don't speak ... whatever that language is.) "They still rely on the wheel," E.T. replies, setting off a narrative that leads to car insurance.
The spot -- produced with the help of Industrial Light & Magic and Allen Daviau, the "E.T." cinematographer -- also includes cameo appearances by astronauts Jim Lovell and Buzz Aldrin, who drive by on a space shuttle. According to a report at the time in the Cleveland Plain Dealer (Progressive is headquartered in Mayfield, a suburb of Cleveland), "Spielberg was closely involved, regularly suggesting changes on how E.T. should look, his facial expressions, lighting and other production details."
BRAND: Progressive Insurance
AGENCY: Arnell Group