Arnold Worldwide, Director Martin Granger, Dr. Rick Take Elevator Ride For Progressive Insurance


Robert Goldrich
Thursday, Jan. 5, 2023


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Fictional “parenta-life” coach Dr. Rick is at it again with a couple of new Progressive Insurance spots directed by Martin Granger of Moxie Pictures for Arnold Worldwide, including this one titled “Elevator.”

In this :30, Dr. Rick uses the experience of riding in a crowded elevator as a learning opportunity. Avoiding small talk and facing the doors with the rest of the crowd may seem like simple tasks, but they can be especially hard for young homeowners. Luckily, Dr. Rick is up for the challenge.

“The executions in this campaign that really demolish are the ones that manage to be universal and totally unexpected,” said Arnold chief creative officer Sean McBride, who added, “Before I read the elevator script, I’d never considered for a moment how a parent behaves in an elevator. But by the time I got to the second joke, I’m nodding and laughing.”  


Client Progressive Insurance  Agency Arnold Worldwide Sean McBride, chief creative officer; Gregg Nelson, Mike Sullivan, SVPs, group creative directors; Diana Friedman, sr. art director; Evan Hohenwarter, sr. copywriter; Sean Vernaglia, Maria Torres, broadcast producers. Production Moxie Pictures Martin Granger, director; Heidi Soltesz, line producer. Editorial Cosmo Street Aaron Langley, editor. VFX Zero VFX Sound Design Soundtrack Group Mike Secher, sound designer. Music JSM Music Color The Color Refinery Rob Bessette, colorist.

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