Progressive’s partnership with the DC Studios franchise reboot places the brand’s mascots – including the well-known Flo into Metropolis to tackle everyday insurance problems.
The insurance company, which has been in business since 1937, enters the comic book world of Metropolis this summer through a collaboration with Warner Bros and the upcoming Superman film, according to Marketing Dive.
In the new ad campaign, scenes of the Man of Steel saving the city from destruction are humorously juxtaposed with everyday mishaps that require insurance. Flo and her team of white-aproned agents rush to assist people dealing with more mundane troubles – like needing a tow truck after a car accident.
The campaign promotes Progressive’s new in-app feature, Accident Response, which automatically detects major accidents, checks on the user’s condition, and allows them to quickly initiate a claim. Progressive is also rolling out custom social media content that aligns the brand with the highly anticipated superhero event.
Superman is expected to be one of the summer’s biggest blockbusters, giving Progressive a chance to boost brand awareness and spotlight its new app functionality, which is woven into a storyline full of epic destruction.
The campaign draws a humorous contrast between Superman’s battle against giant skyscraper-sized threats and the relatively minor—but still stressful—experience of dealing with a car crash. Flo and her team awkwardly try to take a bit of the superhero glory while helping everyday citizens.
One commercial titled “Slo-Mo Squad” begins like a movie trailer, with a dramatic voiceover claiming there’s only one place to turn in a crisis—only to reveal it’s about insurance. Flo and her squad then walk in slow motion down a city street, struggling to strike a cool pose.
Another ad, “Faster Than Superman,” shows the team racing to help a driver who’s just been in an accident, claiming they respond faster than Superman himself—despite his famous “faster than a speeding bullet” reputation. The customer quips that Superman is probably busy saving the world.
Co-branded social content continues in the same comedic tone, emphasizing the mascots’ quirky charm.
The collaboration is developed by Arnold Worldwide and is timed to build excitement ahead of the Superman premiere on July 11. The film, starring David Corenswet, Rachel Brosnahan, and Nicholas Hoult, marks a reboot of the DC Studios cinematic universe, previously led by Henry Cavill in the title role.
Progressive’s tie-in with Superman could draw even more attention considering that rival State Farm is currently running a Batman-themed campaign—although not tied to a specific film. In that campaign, people expecting to be rescued by the Dark Knight are instead met by Bateman, played by Jason Bateman, humorously symbolizing the letdown of subpar insurance providers.
