- Progressive is heading to the comic book world of Metropolis this summer through a tie-up with Warner Bros. and DC Studios’ upcoming “Superman,” per details shared with Marketing Dive.
- In latest ads, clips of the Man of Steel saving the city from disaster are humorously juxtaposed against the need for insurance protection. Brand mascot Flo and her team of apron-wearing insurance agents step up to safeguard people from on a regular basis headaches, like needing to call in a tow truck after an accident.
- The campaign promotes the insurance marketer’s latest Accident Response in-app feature that detects major accidents, checks in on the user and allows them to quickly start a claim. Progressive can be running custom social content that unites its brand with the highly anticipated superhero blockbuster.
“Superman” is anticipated to be one among the greater blockbusters of the summer season, giving Progressive a cultural moment to grow brand awareness and promote its latest Accident Response feature, which is woven right into a movie narrative that depicts epic destruction.
Campaign spots contrast the Man of Steel fighting threats, comparable to a skyscraper-sized monster, with the comparative mundanity of coping with a automotive accident. Recurring mascot Flo and her team of white apron-wearing insurance agents try to claim a few of the glory for themselves while awkwardly interacting with civilians in need of a hand.
One business, “Slo-Mo Squad,” begins in the variety of movie trailer, with a voiceover narrator noting that there’s just one place to turn to for cover when faced with the unexpected before quickly clarifying that he means insurance protection. Flo and her squad then do a slow-motion walk down a city street and struggle to strike a cool pose. A second ad, “Faster than Superman,” sees the characters rush to help someone who’s been in an accident, boasting that they’ve a speedier response time than the red caped-sporting hero who lists “faster than a speeding bullet” amongst his claims to fame. The customer notes that Superman probably has his hands full saving the world. Co-branded social content similarly leans into the mascots’ dorky qualities.
Agency Arnold Worldwide is behind the tie-up that appears to construct anticipation ahead of the release of “Superman” on July 11. The film, which stars David Corenswet, Rachel Brosnahan and Nicholas Hoult, serves as a reboot for DC Studios’ cinematic universe, which last saw Henry Cavill in the title role.
Progressive linking up with “Superman” may draw some additional interest as State Farm, a rival, runs a campaign focused on Batman (albeit not in a way tied to a particular movie). In State Farm’s creative, people expecting to be rescued by the imposing Dark Knight are as a substitute met with Bateman, played by actor Jason Bateman, who is supposed to represent the trade-down when working with subpar insurance competitors.
Read the full article here
