Progressive Won’t Be in the Super Bowl, So It Put a Halftime Show in Its New Ad

Smash Mouth's cameo highlights the brand's 'memory lane marketing' approach

smash mouth performing onstage
The brand's marketing team considered several bands to feature before settling on Smash Mouth. Progressive

It’s been more than 20 years since Progressive last waded into Super Bowl advertising, resulting in a big-budget flop of an ad featuring E.T.—and, soon after, a search for intelligent life at a new ad agency.

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