Bob Lukasik

This awareness-building campaign extended Progressive's teen-targeted offline branding campaign, which linked frustrating situations very common in a teen's life to the concept of insurance. By demonstrating how insurance can fit into teens' lives, the brand hoped to build a predisposition to Progressive as the teens aged.

Leveraging the popularity of simple online games, these rich media ads were among the first to embed games into rich media ad units. The games were revealed when the user clicked through the final frame.

This campaign positioned Progressive as the ideal motorcycle insurer, one who really "knows what it means to ride." The rich media ads sought to transport riders to their bikes while seated in front of a computer. User initiation makes the engine roar to life or brings up the steady hum of the open road.

These branding ads borrowed from the conventions of B movies and pulp fiction novels to highlight the benefits of Progressive insurance. The animation style was jittery and fast, perfectly in keeping with the sensationalized copy.