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It’s possible that the new ads will have a similar effect on Millenials.
If it does, we can expect to see more of these types of ads in the future—but Progressive’s Flo will continue on until she loses her grip on her target demographic, which doesn’t appear to be any time soon.
In the new Progressive ad the voiceover is actually done by Sean Mc Bride, the Senior VP and Creative Director of Arnold Worldwide—the agency responsible for inventing Flo the Progressive Girl. At some point a company will rebrand and, in the process, they often get rid of or alter their spokesperson or mascot.
That said, Flo from Progressive has struck a very strong chord among a large group of consumers and she’s definitely a driving force for Progressive.
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According to a statement made by Progressive, which was reiterated on Adweek’s website, their goal now is to connect with Millenials by showing the humanity of their company.
It should also be noted that the campaign, while not including Flo the Progressive Girl, it does reference her.
Both the name of the campaign (“Apron Projects”) and the imagery of the ad directly tie in to the famous spokesperson.
In just the last six years the online insurance company has used Flo in their commercials 94 times.
Despite an ongoing rumor (given weight by pundits from credible publications such as Business Insider.com) that Flo from Progressive was going to be “killed off” or, in other words, cease to be used as the company’s spokesperson, Stephanie Courtney has continued her role as Flo.