Since the onset of the pandemic, boat sales in the US have soared. We capitalized on the opportunity to gain traction on competitors and demonstrate that Progressive is a leader in boat insurance.

Musically, we wanted things to feel as true to the source material as possible. Sea Shanties have strong Irish roots, so we found ourselves some real Irish crooners with gentle Irish brogues to bring these modern tales to life. Working with the melodies of some classic shanties, and a couple new ones we penned ourselves, we went for a sound that steered away from slick and over-produced, and leaned into the raw, acoustic elements that often accompany these traditional tunes - foot stomps, accordions, and the general ambiance of being down on the docks, or right there on the deck of a ship with our crew.

Progressive doesn’t directly measure radio creative in market, however, Progressive reported over 7% annual growth in their Special Lines business (which includes boat), reported February 2024.