Progressive’s Dr Rick offers new homeowners tips to avoid becoming their parents
Two new ads from the home insurance company showcase Dr Rick helping new homeowners avoid becoming their parents, from obsessing over the weather to greeting guests with dad jokes.
Fans of Flo might think they’ve seen it all when it comes to charming Progressive mascots. However, Dr Rick, a familiar face since 2017, offers a delightfully dry counterpoint to Flo’s exuberance.
This summer, Dr Rick is back in full force, providing a humorous and relatable touch with his unique blend of dry wit and tough love. Progressive has launched two new TV commercials in which Dr Rick ensures people don’t slip into their parents’ habits, whether it is overdoing the weather talk or going overboard with BBQ etiquette.
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First up is ‘Weather,’ where Dr Rick takes on the all-too-relatable parental obsession with weather forecasts. As we find out in the ad, he doesn’t seem to be a fan of the “Is it going to rain or not?” conversations.
Then, in ‘Hosting,’ Dr Rick provides timely advice for new homeowners hosting their first summer BBQs. In the spot, he swoops in to correct someone about to greet a guest with “Oh, look what the cat dragged i—” with a firm “Nope,” stopping the summer bash from becoming a dad joke fest.
On July 1, Dr Rick made a splash on Good Morning America, marking the first time a Progressive mascot has appeared live on a news broadcast. During his segment, he shared his top tips for hosting a summer BBQ, including the important advice to ditch those apron with ’Kiss the Cook’ slogans.
Progressive also launched an out-of-home campaign of the same theme, called ‘Un-Becoming Your Parents in Paris‘ with ads in the Atlanta and JFK airports. At JFK, there’s even a special vending machine offering Dr Rick’s book for free.
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The brand has also debuted a guided audio tour of Paris, featuring travel expert Rick Steves – no relation, but equally knowledgeable. For those who need a bit more help, there’s a hotline (1-855-2DR-RICK) to get Dr Rick’s advice on avoiding parent-like behaviors while traveling.
Meanwhile, Dr Rick’s influence is spreading across TikTok and Instagram, thanks to influencers who are embracing their inner parental figures.
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Since Dr Rick first appeared onscreen in ‘Group Session’ back in 2017, he’s been a hit. The character recently snagged a Bronze Lion at Cannes 2024 and continues to win hearts and accolades alike.
The creative was led by Arnold in partnership with Pearpop and Ninety6, Progressive’s in-house agency.
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