-As the owner of waterfront real estate and multiple luxury cars, Barbie should probably bundle her valuables under a single insurance policy. Even a high-powered CEO, astronaut, architect and presidential candidate such as herself may want to save a little cash, after all.
Good thing she knows Flo and her motley band of Progressive coworkers, who assemble at one of her iconic properties to preach the gospel of efficiently looking out for her swag.
The crew stars in Progressive’s latest movie tie-in, this one for Barbie, widely expected to be a summer blockbuster. The retro-tinged flick, starring Margot Robbie and Ryan Gosling and directed by Greta Gerwig, opens July 21.
Progressive’s hot pink-saturated ads, from longtime agency Arnold Worldwide, are airing on broadcast, cable and streaming TV, along with digital platforms.
As the official insurance sponsor of the Warner Bros. movie, Progressive’s link with Barbie allows the brand to remind consumers that it can “help protect the things that matter most,” like iconic Dream Houses, according to Progressive’s CMO Remi Kent.
Barbie is proving to be a brandstravaganza, signing deals with Gap, Revlon, Mumu and Ruggable, among others, that span multiple audience demos.
For their part, the Progressive “superstore” employees are no strangers to Hollywood franchises, having rubbed shoulders with the Minions and The Addams Family. They also dodged a CGI version of a T-Rex last year in a commercial that blended an insurance pitch with a promo for Jurassic World Dominion. Their current trip to Barbie Land, Kent says, is “a dream come true.” – T.L. Stanley
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-Adweek introduced its Marketing Vanguard, a platform expressly built to respond to the realities C-level marketing leaders experience every day.
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-59% of adults report that they or someone they know have experienced gun violence in their lifetime. In honor of National Gun Violence Awareness Month, employees at Golin’s headquarters in Chicago are putting aside client work on June 23 to dedicate our professional skills and voice to the topic of gun violence prevention. The team will lend its PR expertise to key gun reform organizations, March Fourth, Moms Demand Action and READI Chicago as part of Al’s Day, Golin’s annual day of service named in honor of founder and PR visionary Al Golin.