Image Is Everything

When it comes to advertising, image is nearly all that matters. Think about it. When you think of Progressive car insurance, what comes to mind? Likely their "spokeswoman" who goes by "Flo". She has the pristine white apron with the company's name simply displayed in a sharp manner. She has the fire engine red lipstick that reminds you of when your grandmother would make her mark your cheek with every chance she had. She has the very pale skin leaving the viewer to see her as an average girl. All of these characteristics, these physical attributes, create an emotional connection with the viewer whether they like it or not. Well, in my opinion at least. Some might think her quirkiness is cute and unforgettably attractive while others find it hideously obnoxious and juvenile. Although Progressive's commercials might be dead to its viewers as far as entertainment level is concerned, they have struck gold with their chosen icon. She has to be one of the most recognizable "celebrities" in the U.S. today. Now I'm not sure whether or not you noticed, but in my explanation of this character representing a car insurance company, I never once mentioned anything regarding the insurance, savings, etc. This is why I believe that Progressive has struck gold. They don't need to "wow" audiences anymore to keep them laughing and leave them wondering what this commercial was even for. Knowing they have their guy, so to speak, allows them to focus on getting across the product without having to worry so much about how to capture the audience's attention. And to that, I tip my cap.