Progressive Made an Ad ‘Where Nothing Happens,’ With One Notable Exception

The spot from Arnold offers a reprieve after an overly eventful year

Does a frayed world need more surprising twists?

A year ago, marketers were understandably uncertain about what tone to strike with their ads. Was it OK to be distractingly funny? Would somber empathy come across as insincerity?

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."