The opportunity was to partner with one of the biggest, buzz worthiest movies of the summer and to inject Progressive’s brand (and Flo) further into pop culture.

Contextually the integration was perfect – Barbieland is full of homes, cars, boats, etc. and everything is perfect - until it’s not.

Our job was to show that Progressive is there to protect customers from those “until it’s not” moments. Even Barbie needs protection so she can continue building her dream life.

The creative idea takes place in Barbieland, right in front of Barbie’s Dream House and Dream Car. At the time of spot release, these visuals were some of the only visuals from the Barbie film that had been teased in advance of the release. We leveraged these iconic set pieces to tie together Barbie’s release date and Progressive’s 24/7 financial protection with a home and auto insurance bundle.

At the beginning of the spot, you immediately see Progressive’s 4 apron-clad characters there on a house call. Character Jamie is trying to impress his coworkers by humble bragging about his new, super special and super secret client. Given the setting, everyone is in on the joke except for Jamie. It’s clear Barbie is the new client, and Progressive employees are there to protect her 24/7 to amplify our brand’s message.

Our audience of Millennial Dreamers grew up when Barbie was 90% share of the doll market. Barbie sparked imagination and helped them dream big.

Today, given student loans, inflation, crazy housing market, pessimism is winning. The American Dream feels almost impossible to achieve. But the dream is alive among the younger population. They are a willful group of dreamers re-envisioning what they want their future to look like.

This audience needs protection so no setback can derail them from the life they dream of.

The spot features Flo and her squad standing in front of Barbie’s iconic pink house. Jamie brags about his special secret client, who’s identity he can’t reveal. However, he can say that she bundled her dream house and her dream car for round-the-clock protection with Progressive.

Despite his colleagues’ lack of interest in his secret client’s identity and the fact that it’s super obvious who he’s talking about, Jamie keeps giving them clues. The team remains unamused, but Jamie won’t drop it.

The partnership between Progressive and Barbie was a huge success. The relationship garnered 2.9+B impressions in the media over 115 articles with 100% positive sentiment. Specific to Flo & Jamie’s pink carpet appearance, we saw over 1B+ impressions. The TV spot also drove purchase intent and consideration, among benchmark for our standard work. 38% of respondents indicated that this partnership improved their opinion of Progressive.