Progressive Taps Family Matters' Reginald VelJohnson to Star as TV Dad in Its Nostalgic Campaign

The cheesy sitcom-style spots come from agency of record Arnold

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

After starring for nearly a decade as the patriarch on Family Matters, Reginald VelJohnson has the sensibilities of TV Dad locked and loaded. But he was open to tweaking that beloved persona—and the prototypical head of household as seen in entertainment—for a sitcom-style campaign from Progressive Insurance.

VelJohnson, also a veteran of the blockbuster Die Hard franchise, said he wanted to draw from the past while adding some new flavor.

“I hoped to channel the same wisdom and heartwarming energy” of Carl Winslow and other fictional fathers, “in a way viewers have not yet seen on screen,” VelJohnson told Adweek.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in