Cannes Lions

Worst Commercial Ever

ARNOLD WORLDWIDE, Boston / PROGRESSIVE INSURANCE / 2019

MP3 Original Language
MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Execution

Typically, advertising to small businesses is bad. And radio advertising to small businesses is bad on a whole other level - filled with on-the-nose business references, terrible puns, and horrible acting. So, we decided to spoof the genre by not only embracing it, but going beyond it to create the Worst Commercials Ever. The point? By spoofing the genre, small businesses know we are in tune with what they hear all the time. So, we’re all in on the joke. In our case, the commercials are terrible, but Commercial Auto and Business Insurance from Progressive is anything but.

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