Are you tired of seeing commercials with zero production values? Commercials shot on iPhones? Or commercials captured from a Zoom chat and edited in post?
Have some patience! This trend—borne of dire necessity—has just begun. Plus, not all Zoom chats are created equal. Let’s take a look…
Shot on iPhones and leveraging a new condensed timeframe and process for production, the following spots lean into Progressive’s roots in improv, said Progressive CMO Jeff Charney.
This new effort was a collaboration between Progressive’s longtime agency partner Arnold Worldwide and its in-house agency Ninety6.
“In a ‘day’s work,’ these improv characters were able to capture three work-from-home spots, as well as half a dozen social and digital content assets,” said Charney. “Our teams worked together to do in 48 hours what normally would take two weeks.”
Signs Point to Progressive
These new “Sign Guy” spots from Progressive were not shot on Zoom.
While there are two actors in each spot, it appears that social distancing was practiced during the shoot.
In the Shower, Progressive Sings A Song
Progressive also unveiled “Shower Sessions,” a new series featuring content from emerging musical artists. Part concert, part podcast, this music series hosted by St. Vincent spans genres, featuring Kassi Ashton, Donna Missal and Duckwrth, and others.
The bathroom is such a natural place for stripped-down versions of one’s music. Once again, Progressive doesn’t miss a beat.