Progressive insurance coverage has probably the most constant promoting data due to its decade-long “Superstore” idea and the beloved character Flo. However over the course of the pandemic one other model character has caught on: Dr. Rick.
Dr. Rick is an skilled in “parentomorphisis,” advising adults on how to not turn out to be their dad and mom as main life duties like proudly owning a primary residence begin to weigh them down. The model got here up with the thought of “parentomorphisis” again in 2016, after a yr of analysis—which included consulting with actual behavioral psychologists—that unearthed the perception that most individuals begin to exhibit qualities of their dad and mom after shopping for their first residence. Dr. Rick’s first look was in a spot referred to as “Group Session.”
Whether or not it was advising towards sporting socks and sandals, speaking to strangers on the airport, or giving unsolicited BBQ recommendation, in simply six adverts beginning in April 2020, Dr. Rick has turned a bona fide advert star. And now simply in time for the vacations, he has a brand new ebook.
Dr. Rick Will See You Now is a 119-page ebook, printed by Progressive, that distills the character’s strategy right into a useful information. The model is producing simply 5,000 copies, and making them obtainable totally free on-line. Followers simply need to pay delivery.
Progressive chief advertising and marketing officer Jeff Charney attributes the character’s success to date to his relatability, and the considerably dangerous timing of his introduction. “Throughout the pandemic, we took a threat when every part in promoting was about ‘now greater than ever,’ ‘we’re all on this collectively,’ and all of the ‘unprecedented instances’ stuff, and we needed to place some humor on the market,” says Charney. “We simply thought folks might use a personality like this, and it actually labored.”
Insurance coverage promoting has an uncommon relationship with popular culture. There’s in fact the extremely unpopular Cavemen sitcom, based mostly on the extremely popular Geico ads. Extra just lately, State Farm’s Jake From State Farm truly makes an appearance within the online game NBA2K.
So why a ebook for Dr. Rick?
Charney calls it the right automobile for this character. “The simplest factor for me to do is to say sure to the film, sure to the ebook, sure to the TV present,” says Charney. “That’s not what we’re doing. That is simply the correct amount. Precisely what the physician ordered.”
May Dr. Rick be the following Ted Lasso? Who is aware of. However as a model, Progressive is aware of what it has on this humorous, feel-good character—sufficient to acknowledge a possibility to additional endear him to their audience by dipping its toe within the model merch consideration financial system.
Actor Invoice Glass would solely do interviews in-character as Dr. Rick. Requested why he wrote the brand new ebook, Dr. Rick stated, “I used to be noticing throughout the pandemic that individuals wanted extra assist. I used to be seeing much more visible cues, issues connected to belts, sandals and socks out in public.”
“So, I assumed, my first two books had been fairly dense,” he added. “What a few pocket information, a reference instrument? No one wants a deep dive on sock-to-sandal ratio . . . what they want is a fast, useful information to acknowledge their very own conduct or that of a cherished one, and the best way to cease it. You can’t construct a shed with out a screwdriver, and if you wish to cease a ‘Reside, Giggle, Love’ signal buy, you want a instrument. This ebook can cease you from shopping for an indication you don’t want, and no one needs to learn.”
Count on to see Dr. Rick again in your screens in new Progressive adverts in early 2022.