Arnell Spots Reposition Progressive

Arnell Group Brand Consulting’s first work for Progressive Auto Insurance repositions the client as friendly and helpful and introduces a new tagline, “Be Progressive.”
The New York shop’s spots, backed by Willie Nelson’s “On the Road Again,” are shot through a car windshield from the driver’s perspective. Floating along the road ahead are captions in the form of road signs that deliver Progressive’s selling points: “Immediate Response Vehicles,” “Big Savings,” and so on.
Each spot is regional in flavor, featuring, for example, the Golden Gate Bridge, Beverly Hills and a Pacific Ocean drive.