Progressive Stamps Out 'Rate Suckers' With Snapshot
This is funny. Hilarious, actually. What would it be like if you were driving down the road and all of a sudden "rate suckers" attacked your vehicle? That's the premise of a new -- and very different -- Progressive Insurance ad created by Arnold Worldwide.
Looking for a stark contrast from its popular Superstore ads, starring Flo, Progressive tapped Director Ruben Fleischer of "Zombieland" and "Gangster Squad" fame for the campaign. The spots feature "rate suckers" latching themselves onto unassuming cars with their mouths--literally sucking the insurance rates of good drivers.
Progressive Chief Marketing Officer Jeff Charney explains rate sucking, saying, "A Rate Sucker is simply an over-the-top manifestation of an underpriced driver and can be anybody -- your mom, the guy next door, the waiter at your favorite restaurant. We all probably know somebody we're subsidizing. Snapshot helps solve that problem; showing consumers that their good driving can reduce the impact other drivers have on their rate. This campaign is our line in the sand to the industry and a wakeup call to consumers."
Of course, the Progressive solution seems a bit Big Brotherish.