​Progressive Insurance stops fighting Parentamorphosis

Progressive Insurance, in partnership with creative agency of record Arnold, has launched the latest iteration of its  Dr. Rick campaign with a bold new directive for young homeowners: stop fighting the 'Parentamorphosis' and just Let It Out.

While the campaign has historically focused on helping new homeowners avoid turning into their parents, the newest spot introduces a pivot. In Let It Out, Dr. Rick takes a group exercise approach by prompting his patients to unleash their inner parent through hyper-specific questions only a dedicated homeowner could answer. 

The work sees young homeowners eagerly indulging their need to talk about mundane domestic topics - passionately debating types of patio stone, rattling off names for shades of white paint, and jumping at the chance to discuss electric resistance heating. 

The new spot comes on the heels of two new recent additional spots, The Waiting Room and The Plan. In The Plan, Dr. Rick steps in as everyday outings become overcomplicated operations complete with rendezvous points, “covering ground,” and unnecessary planning - showing how some young homeowners struggle to function without a strategy. 

The Waiting Room showcases how this setting can bring out a very specific kind of parental behaviour. As young homeowners become increasingly anxious and over-prepared in a dentist office waiting room, Dr. Rick attempts to keep things from spiralling into full 'Parentamorphosis'.