Flo (Progressive Insurance)

Last updated

Flo
Flo from Progressive Insurance.jpg
Flo, as portrayed by actress Stephanie Courtney
First appearance2008
Created by Arnold Worldwide
Portrayed by Stephanie Courtney
Company Progressive Corporation
In-universe information
AliasThe Progressive Girl
GenderFemale
OccupationInsurance salesperson
NationalityAmerican

Flo is a fictional saleswoman character appearing in more than 1,000 advertisements for Progressive Insurance since 2008. Portrayed by actress and comedian Stephanie Courtney, the character has developed a fan base on social networks and has become an iconic advertising mascot. [1] [2] [3]

Contents

Broadcast history

The character debuted in 2008 through several television advertisements and has since appeared in radio, print, and web banners. The fictional upbeat store employee of Progressive Corporation was created by copywriter John Park and art director Steve Reepmeyer, [4] at the Boston-based agency Arnold Worldwide. [5] Flo has appeared in more than 100 advertisements.

In 2011, Progressive introduced Flo's Australian counterpart, Kitty, [6] played by Holly Austin. [7] In 2014, other recurring characters were added to the advertisements. Jim Cashman plays Jamie, Flo's sidekick. In 2020, another Progressive employee was added, Mara, portrayed by Natalie Palamides.

Overview

Flo is a cashier and is recognizable by her extremely upbeat personality, brilliant white uniform, heavy makeup, and retro hairstyle. According to Courtney, it takes one hour to prepare Flo's hair and another to apply her make-up. [8] Referring to her work in The Groundlings, she said, "Flo could be one of my improv characters, always on and sort of cracked in a weird way." [9] She thinks that the GEICO gecko "puts out more sexual vibes than Flo does". [10]

In November 2014, Progressive aired its 100th advertisement featuring Flo and introduced other members of her family including her mother, father, brother, sister, and grandfather. All of these characters were also played by Courtney, who was reported to have spent about 12 hours doing hair and makeup transitions for the recording. [11]

Reception

In October 2009, the Boston Herald referred to Flo as "the commercial break's new sweetheart" and said Courtney was "attaining TV ad icon status". The same article also reported that she was the subject of a popular Halloween costume. There are multiple websites and social media groups that are either dedicated to or talking about her. [12] The volume of commercials and the type of humor is off-putting to others, described as "love her or hate her" or "badvertising". [13] [14]

Advertising Age described Flo as "a weirdly sincere, post-modern Josephine the Plumber who just really wants to help. She has; the brand is flourishing." [15] This was later echoed in an article from Duane Dudek in the Milwaukee Journal Sentinel on May 20, 2014, who credits Flo for inspiring a new trend of female commercial pitch people and cementing her legacy alongside Josephine and Palmolive Dishwashing Detergent's Madge the Manicurist. [16]

Flo was added as a downloadable character in the video game ModNation Racers in late 2010, complete with her own Progressive kart. [17] [18]

Related Research Articles

<span class="mw-page-title-main">Advertising</span> Form of communication for marketing, typically paid for

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.

<span class="mw-page-title-main">Television advertisement</span> Paid commercial segment on television

A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. Advertisers and marketers may refer to television commercials as TVCs.

<span class="mw-page-title-main">Got Milk?</span> American advertising campaign

Got Milk? is an American advertising campaign on television and YouTube encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers. It was launched in 1993 by the "Aaron Burr" television commercial, directed by Michael Bay. The national campaign, run by MilkPEP began to add the "got milk?" logo to its "Milk Mustache" ads in 1995.

<span class="mw-page-title-main">Progressive Corporation</span> American insurance company

The Progressive Corporation is an American insurance company. In late 2022, Progressive became the largest motor insurance carrier in the U.S. The company was co-founded in 1937 by Jack Green and Joseph M. Lewis, and is headquartered in Mayfield Village, Ohio. The company insures passenger vehicles, motorcycles, RVs, trailers, boats, PWC, and commercial vehicles. Progressive also provides home, life, pet, and other insurance through select companies. Additionally, Progressive offers auto insurance in Australia.

<span class="mw-page-title-main">Allstate</span> American insurance company

The Allstate Corporation is an American insurance company, headquartered in Glenview, Illinois since 2022. Founded in 1931 as part of Sears, Roebuck and Co., it was spun off in 1993, but was still partially owned by Sears until it became an independent company completely in June 1995. The company also has personal lines insurance operations in Canada.

<span class="mw-page-title-main">Parody advertisement</span> Short comedy scene imitative of marketing communication

A parody advertisement is a fictional advertisement for a non-existent product, either done within another advertisement for an actual product, or done simply as parody of advertisements—used either as a way of ridiculing or drawing negative attention towards a real advertisement or such an advertisement's subject, or as a comedic device, such as in a comedy skit or sketch.

<span class="mw-page-title-main">Taco Bell chihuahua</span> Advertising figure and mascot

Gidget, nicknamed the "Taco Bell Chihuahua", was an advertising figure and mascot for Taco Bell from September 1997 to July 2000. She was voiced by Carlos Alazraqui, and developed by TBWA. The Chihuahua is a breed commonly associated with Mexico.

<span class="mw-page-title-main">Kool-Aid Man</span> Fictional character and mascot for Kool-Aid

Kool-Aid Man is the official mascot for Kool-Aid, a brand of flavored drink mix. The character has appeared on television and in print advertising as a fun-loving, gigantic, and joyful anthropomorphic pitcher filled with "The Original Flavor" Cherry Kool-Aid. He is typically featured answering the call of children by smashing through walls or furnishings and then holding a pitcher filled with Kool-Aid while saying his catchphrase, "Oh yeah!" He had a comic series produced by Marvel Entertainment where he fought villains called "Thirsties" and even fought a man engulfed in fire named Scorch. He can also come in many different colors such as red, blue, green, and purple.

<span class="mw-page-title-main">Chris Parnell</span> American actor

Thomas Christopher Parnell is an American actor and comedian. First breaking through as a performer with the Los Angeles comedy troupe The Groundlings, Parnell found wider success during his tenure as a cast member on the NBC sketch comedy series Saturday Night Live from 1998 to 2006. After leaving SNL, he played the role of Dr. Leo Spaceman on NBC's sitcom 30 Rock from 2006 to 2013. In animation, he voices Cyril Figgis on the FX series Archer, Jerry Smith on Adult Swim's Rick and Morty, Doug on Fox's Family Guy, and the narrator on the PBS Kids series WordGirl (2007-2015). He also voices "The Progressive Box" in a series of advertisements by the Progressive Corporation.

<span class="mw-page-title-main">Josephine Tewson</span> British actress (1931–2022)

Josephine Ann Tewson was an English actress, known for her roles in British television sitcoms and comedies. She portrayed Edna Hawkins on Shelley (1979-1982), Jane Travers in Clarence (1988), and Miss Lucinda Davenport in Last of the Summer Wine (2003-2010). She portrayed the frequently put-upon neighbor Elizabeth "Liz" Warden in Keeping Up Appearances (1990-1995). Tewson's professional career lasted more than 65 years, from 1952 until her retirement in 2019.

Esurance Insurance Services, Inc. is an American insurance company. It sells auto, home, motorcycle, and renters insurance direct to consumers online and by phone. Founded in 1999, the company was acquired by Allstate in 2011.

<span class="mw-page-title-main">Mac Tonight</span> McDonalds advertising character used in the late 1980s

Mac Tonight is a fictional character used in the marketing for McDonald's restaurants during the late 1980s. Known for his crescent moon head, sunglasses and piano-playing, the character used the song "Mack the Knife" which was made famous in the United States by Bobby Darin. Throughout the campaign, Mac was performed by actor Doug Jones in his fourth Hollywood job and voiced by Roger Behr.

<span class="mw-page-title-main">Anne Dudek</span> American actress

Anne Louise Dudek is an American actress. She is known for portraying Tiffany Wilson in the 2004 film White Chicks, Danielle Brooks in the USA Network television series Covert Affairs, Dr. Amber Volakis on the Fox series House, Lura Grant on the HBO series Big Love, and Francine Hanson on the AMC series Mad Men. She has also starred in the British television series The Book Group.

Apple Inc. has had many notable advertisements since the 1980s. The "1984" Super Bowl commercial introduced the original Macintosh mimicking imagery from George Orwell's 1984. The 1990s Think Different campaign linked Apple to famous social figures such as John Lennon and Mahatma Gandhi, while also introducing "Think Different" as a new slogan for the company. Other popular advertising campaigns include the 2000s "iPod People", the 2002 Switch campaign, and most recently the Get a Mac campaign which ran from 2006 to 2009.

<i>TMZ on TV</i> American syndicated entertainment and gossip news television show, 2007–present

TMZ on TV is an American syndicated entertainment and gossip news television show that premiered on September 10, 2007. It is essentially a televised version of its sister operation, TMZ, a news website which has a heavy emphasis on gossip about celebrities' personal lives, and which debuted in December 2005.

Stephanie Courtney is an American actress and comedian, best known for playing the advertising character Flo in television and radio commercials for Progressive Corporation beginning in 2008.

"Champagne" was a television and cinema advertisement launched by Microsoft and created by Bartle Bogle Hegarty. Released in March 2002, the commercial aired in Europe to promote the European release for Xbox. However, after the advertisement received 136 complaints, the commercial was banned on 4 June 2002.

Jim Cashman is an American actor and writer, known for his role as "Jamie" in television and radio commercials for the Progressive Corporation beginning in 2014.

Laurel Coppock is an American comedic actress. Coppock has appeared in several TV series and TV movies, and as a member of the Main Company of The Groundlings in Los Angeles. She is best known for her lengthy appearance in the role as "Jan" in a series of Toyota commercials, beginning in 2012 and continuing into 2023.

Dr. Rick is a fictional character appearing in advertisements for Progressive Corporation insurance. The character, portrayed by Bill Glass, is a self-help coach who helps new homeowners keep from "turning into" their parents.

References

  1. ↑ Garcia, Chris (October 20, 2008). "The Strange Allure of the Progressive Insurance Girl". Austin American-Statesman . ISSN   1553-8451 . Retrieved June 2, 2012.
  2. ↑ Inman, David (December 14, 2008). "TV Q&A with David Inman". Boston Herald . ISSN   0738-5854 . Retrieved June 2, 2012.
  3. ↑ Scholer, Makeli (September 2, 2009). "Who is This Girl in Progressive Insurance TV Commercials?". AMS Insurance.
  4. ↑ "Check Out". Brickyard VFX. Archived from the original on April 26, 2012. Retrieved June 2, 2012.
  5. ↑ Staff (2011). "Progressive". Arnold Worldwide. Archived from the original on September 18, 2010. Retrieved June 2, 2012.
  6. ↑ Staff (2012). "Home". Australia: Progressive Direct Insurance Company. Retrieved June 2, 2012.
  7. ↑ Biography for Holly Austin at IMDb
  8. ↑ Parsley, Aaron (September 2, 2009). "5 Things to Know About TV's Progressive Insurance Lady". People . ISSN   0093-7673 . Retrieved June 2, 2012.
  9. ↑ Chris (October 5, 2017). "The strange allure of the Progressive Insurance girl" . Retrieved May 31, 2020.
  10. ↑ "Progressive Girl Has Strange Pull On WSB-TV Channel 2 Viewers". Atlanta, Georgia: WSB-TV. December 2, 2008. Archived from the original on November 1, 2012. Retrieved June 2, 2012.
  11. ↑ Ashley Rodriguez (November 12, 2014). "Flo's Progressive Evolution". Advertising Age. Retrieved June 11, 2015.
  12. ↑ Falcone, Lauren Beckham (October 7, 2009). "Insurance pitchgirl a surprise TV hit". Boston Herald . ISSN   0738-5854 . Retrieved June 2, 2012.
  13. ↑ "I Hate Progressive Insurance For Waking Me Up Over And Over". Consumerist. October 24, 2012. Retrieved April 17, 2019.
  14. ↑ "Progressive Insurance Commercial Hate". Commercialhate.blogspot.com. January 30, 2009. Retrieved April 17, 2019.
  15. ↑ Garfield, Bob (December 15, 2008). "The Bobby Awards". Advertising Age . Retrieved June 2, 2012.
  16. ↑ Dudek, Duane (May 20, 2014). "Progressive's Flo extends a spokeswoman tradition that goes back to Josephine the Plumber". Milwaukee Journal Sentinel . The Dudek Abides Blog.
  17. ↑ Coker, Jason (October 4, 2010). "ModNation Monday: Free Mod, 'Family Guy' Spotlight Next Week!". PlayStation.Blog (Sony Computer Entertainment America). Retrieved June 2, 2012.
  18. ↑ Russell, Ramone (November 15, 2010). "ModNation Monday: Carnival Parts Pack and 'Free' Progressive Kart next week!". PlayStation.Blog (Sony Computer Entertainment America). Retrieved June 2, 2012.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.