With the NFL on America’s mind (no doubt, a welcome respite from the looming election), Arnold Worldwide has tapped into an NFL play tactic to present the benefit of having Progressive insurance in an unexpected way.
The premise is this: When quarterbacks are having an off day, there is a backup waiting on the sideline for the chance to get the job done for the team. What if everyday life for normal people worked this way? What would it be like if with any project or chore that caused you difficulty, a backup could come in, take your place and finish what you started?
The campaign, The Backup, explores this idea with the help of some of the league’s long-standing backup quarterbacks, such as Josh Dobbs, Jacoby Brissett, Case Keenum, and Colt McCoy. Each quarterback will be featured in their own unique spot, all reinforcing that while backups may not be waiting to step in with an assist in real life, Progressive provides coverage that you can count on for your home and auto.
The new spots began to roll out on September 5, during the NFL season opening game.
The first features Case Keenum and that accident-waiting-to-happen job of back-up with a trailer:
Sean McBride, CCO at Arnold, commented, “Most football fans have an irrational love for their team’s backup quarterback. And something like 65 different quarterbacks started games in the NFL last year, so backups have never been more relevant or important. Since they’re getting their chance to shine on the field, we figured it was high-time backup QBs got their chance to shine as celebrity spokespeople, too.”
Credits:
Client: Progressive Insurance
Agency: Arnold Worldwide
Chief Creative Officer: Sean McBride
Chief Client Officer: Val Bettini
SVP, Group Creative Directors: Gregg Nelson, Mike Sullivan
Associate Creative Directors: Sarah Shellaberger & Dylan Meagher
Executive Producer: Pat Carney
Assistant Producer: Maria Torres
Marketing: Andrew Arnot, Alex McSweeney, Emily Neal
Project Manager: Samantha Trythall
SVP, Head of Business Affairs: Lisa Belden Colucci
Senior Business Affairs Manager: Elyssa Ahern
Production Company: Prettybird
Director: Paul Hunter
Line Producer: Pete Vitale
Editorial: Cosmo Street Editorial
Editor: Aaron Langley
Assistant Editor: Jared Zygarlicke
Post Producer: Paolo Solarte
Visual Effects: Zero VFX
Sound Design: Mike Secher @ Soundtrack Group
Music: Singing Serpent
Colour: Rob Bessette & The Color Refinery
