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Progressive is an American insurance company known for their television commercials, which often star an enthusiastic, quirky saleswoman named Flo (played by Groundlings alumna Stephanie Courtney) and her group of friends, who all like to explain the benefits of Progressive's insurance and the products it comes with, such as the Name Your Price tool. Besides Flo, there are several other recurring characters, most notably Jamie, Flo's well-meaning but incompetent assisstant; Mara, a sarcastic employee who is uninterested in her job; Alan, the Cool Only Sane Man; Rodney, the eager beaver; and Flo's family (all played by Courtney in various makeups and outfits), who are all annoyed at her constant mentions of Progressive and its insurance policies.

Not all of Progressive's commercials feature Flo and her friends; there have been other characters featured in these ads, too. For example, in 2012, they introduced an anthropomorphic Auto Insurance Box (voiced by Chris Parnell) representing the company's products as another mascot. There's also the Sign Spinner ads, which focus on a Progressive sign spinner and the various everyday situations he gets into. In 2020, they introduced their "Dr. Rick" campaign, focusing on a "Parenta-Life Coach" named Dr. Rick who prevents new homeowners from becoming their parents, and the various methods he uses to do so. And then there's the NFL-centric "At Home with Baker Mayfield", with the various antics of the Cleveland Browns quarterback as he tends his "home" of the Browns' stadium. Flo is their most well-known and most often used mascot, however.

Progressive's commercials provide examples of:

  • The '40s: A couple commercials put Flo in this era.
  • The Ace: Jamie. He's married to a model with kids, lives in a mansion, can play Spanish guitar and sing beautifully, dance ballet good enough to be the lead danseur, knows how to dogsled, is a tattoo artist and lawyer (only licensed in Sweden), won a Japanese game show, fights Muay Thai professionally, won a soccer championship, and is a DJ and horse breeder. And that's just from two commercials. He also has an animated superhero alter ego named "Big Jim" who is taller than a house, has rippling muscles, and the ability to take on a tornado singlehandedly.
  • Adam Westing: Jon Hamm in a series of ads where he only has Single-Target Sexuality towards Flo, but Flo has no attraction to him.
  • Affectionate Parody: The "Driver's Ed with Ed Helms" series features Ed Helms trying to teach young people about car insurance by singing a song about it. The songs are parodies of 80s rock songs, 2000s boy bands, and country music, respectively.
  • Animate Inanimate Object: The Auto Insurance Box character introduced in 2012 is an anthropomorphic version of the Progressive insurance boxes that are seen in the aisles of the Progressive store in Flo's ads.
  • Annoying Laugh: Progressive employee Mara claims she has one to fend off some guys who hit on her while she's at a bar.
  • Audience Surrogate: In a Breather Episode commercial, Flo and her colleague Rodney have just finished selling homeowners' insurance to a woman, who is expecting something wacky to happen like most viewers are. Flo explains to her that they're taking a break from that since it's been a stressful year for everyone ... not that it stops three-fifths of *NSYNC from showing up, much to Flo and Rodney's annoyance (presumably because it exposes that wackiness was part of the original plan):
    Flo: Now's not a good time, three-fifths of *NSYNC.
    *NSYNC member: Are you sure? You have us booked all day.
    Rodney: Read the room, guys. [looks at Flo] ...right?
  • Badass Biker: Some commercials have shown people riding motorcycles with a cool-sounding but funny narrator. However, this is subverted, as even though the narrator certainly thinks that motorcycle riders are badass, they're just normal people with mundane lives who just happen to ride motorcycles.
  • Bad Date: A dinner with Flo goes terribly for Jon Hamm; she's clearly not interested in him romantically in lieu of trying to sell him insurance and despite his reputation as a handsome ladykiller, he's actually quite terrible at flirting.
    Jon: [thinking in his head] Reach for her hand. No, accidentally graze her hand. No, just say the word 'hand' and see what happens! [aloud] HAND!
    [awkward silence]
    Flo: OK.
    Jon: [in his head while grimacing] OK, new plan.
  • Boring Vacation Slideshow: One advert has Jamie show his co-workers slides of his trip abroad. A bored young woman asks if he has any "interesting" slides for them. Jamie quickly runs through several intriguing pictures (calling them "boring") before stopping to discuss his Swedish client Steve and the point of the advertisement.
  • Breakout Character: Jamie, Flo's assistant, got so popular that he has many ads focused on him (sometimes solely).
  • Brutal Honesty: Dr. Rick, who is often quite blunt with how he attempts to help his patients, whether it be saying that no one cares how early you wake up in the morning or about your interest in mulch, snatching a woman's "no fussin', no cussin'" sign and throwing it in the trash, or physically stopping a man from trying to help someone who didn't ask for it.
  • Burn the Witch!: In one ad, one of Flo's ancestors is about to be burned at a stake when she's accused of witchcraft trying to sell the Name Your Price tool.
  • Busman's Holiday: "Break From Work" has the gang of sales reps at the beach, promising to not talk about insurance. Then two other beachgoers talk about their own insurance issues, and Flo cracks within seconds and rushes over to help.
    Jamie: All right, guys, no insurance talk on Beach day.
    Rodney: I'm down.
    Mara: Yes, please.
    Flo: (chuckles)
    Man: Don't get me wrong, I love my RV, but insuring it is such a hassle.
    Woman: Same with my boat. The insurance bills are through the roof.
    Flo: (breathes deeply)
    Rodney: Be cool.
    Man: I wish I could group my insurance stuff.
    Flo: (coughs) Bundle!
    Man: The house, the car, the RV.
    Woman: Like a cluster. An insurance cluster.
    Flo: Ooooooh...
    Man: I doubt that exists.
    Flo: It's a bundle! (pulls out her apron and runs towards the man) It's a bundle and it saves you money! Hi, I'm Flo from Progressive and I couldn't help but overhear...
    Rodney: (throws his hands up in resignation)
    Mara: Super fun beach day, everybody.
  • Butt-Monkey: Jamie receives very little respect from the rest of his colleagues due to his incompetence. He is, however, shown to have a stable home life, as well as some very interesting hobbies and stories to tell, much to his co-workers' surprise. Jamie, for his part, mostly doesn't seem to notice the sheer lack of respect that the others have for him. Some notable ads include:
    • In "High Council", Flo assembles a council of insurance members. As she praises her colleagues for their good work (even Mara, who's barely interested in her job and spends most of her time on her phone), she can't find anything positive to say about Jamie.
    • The "Ride Along" ad, which is detailed below in "Could Have Avoided This!" Plot.
    • In "Primetime", Jamie comes to the Progressive set to shoot an ad. As he hypes himself via voiceover narration, he parks in a VIP spot despite not being allowed to and signs an autograph for someone who doesn't want one. He's so immersed into his own world that he completely fails to notice that no one wants him here and that he's not even supposed to be filming anything that day. When Jamie says that he thought it was Thursday, one of the crew members says that it is Thursday. Jamie replies that he thought it was last Thursday as he walks off the set.
  • Charity Workplace Calendar: One ad had the rival insurance company show Flo the bonus they give customers: a calendar with insurance men in sexy posts.
    Rival Insurance Man: You should see November!
    Flo: [flirty] Oh yeah?
  • Cold Turkeys Are Everywhere: Flo breaks her promise not to talk about insurance on the beach after hearing two other beachgoers talking about their insurance problems.
  • Commercial Switcheroo:
    • One spot advertises the services as an insurance-based amusement park called "Progressive Park." then cuts to show the Progressive team standing in an empty parking lot saying it was probably a bad idea.
    • This one takes place at a restaurant called Portabella's, but when the waiters clearly resemble the Progressive actors, the diners realize they might be in a Progressive commercial. This may count as an inversion, since it starts off talking about Progressive but ends with a jingle for the Portabella's restaurant.
    • One campaign appeared to sell a series of Flo action figures to talk about how Progressive helps small businesses.
  • Cool People Rebel Against Authority: One ad has Jamie attending a driver's ed class in full Teen Rebel mode, mocking the teacher and promoting the Progressive safe driver's discount.
    Jamie (sneering): I'm done with this class!
    Teacher: You're not even enrolled in this class.
    Jamie: I know. I'm supposed to be in ceramics.
  • "Could Have Avoided This!" Plot: One ad has Jamie drive along with a customer to assess her car insurance needs, and gradually makes a nuisance of himself. Then a radio ad for Progressive has Flo mention that she could just use the company app. Cut to Jamie on the curb as the customer drives away, with his only response being "well that came outta nowhere".
  • Cover Innocent Eyes and Ears: Flo describes bundling home and auto insurance to a child in such a way that it resembles sex. The child's mother covers his ears as a result of this.
  • Crappy Carnival: One commercial begins as an ad for a fake insurance-themed theme park, Progressive Park, with rides such as the "Traffic Jam" (a very slow-moving roller coaster), and "never-bump" bumper cars (there's only one car in the entire arena). Cue a smash cut to Flo and the gang in an empty parking lot, contemplating over whether an insurance-themed amusement park was a good idea in the first place while the parkís canine mascot obliviously dances away in the background.
  • Creepy Monotone: In one ad, Flo leads a group of agents out of a cornfield to tell a homeowner he's saving by bundling...but they do it in this sort of voice, eventually in unison, freaking them out.
  • Crossover: Sonic the Hedgehog visits Flo and Jaime in the Progressive store in one of the ads.
  • Crouching Moron, Hidden Badass: Jamie tends to be the Butt-Monkey in many commercials — except for the ones where he's The Ace, as described above.
  • Deadpan Snarker: Mara typically gets a sarcastic quip in when she appears.
  • Deliberate Values Dissonance: The 1950s era Progressive ads, where Flo is admonished for speaking over the man and patronized for being a woman despite being the one with all the actual knowledge.
  • Deliberately Monochrome: This ad, which is made to look like a black-and-white commercial from the 1950's.
  • Deserted Island: One ad has Flo stuck on an island with only the Name Your Price tool, which she uses to crack open a coconut, catch a fish, and start a fire. It's then revealed that she's actually just having a conversation with her co-workers about the one thing they'd bring to survive on a deserted island. Jamie is shocked to learn that Flo would bring the Name Your Price tool with her. When Alan asks Jamie what he'd bring instead, he goes with the much more practical option of a boat.
  • Depending on the Writer: The sales reps' relationship is either that of a group of a normal coworkers who are friendly with each other in the office or that of a full-blown friend group who happen to work together, depending on the ad being watched.
  • Did Not Get the Girl: After Jon Hamm stages a burst pipe at his home in a last attempt to get Flo to notice him, she says that she's already taken by insurance, making the question of whether they could end up together a definite "no".
  • Dualvertisement:
    • An ad released in advance of the October 2021 premiere of The Addams Family 2 featured the Progressive characters, including Flo, as "The Progressive Family," while also promoting the film.
    • Another one was done in 2023, this time with Flo, Jamie and their crew in front of Barbie's house, promoting Barbie (2023). Jamie acts if they all don't know whose house they're in front of, commenting "I'd love to tell you who her boyfriend is, but I don't think I Ken," even though it's clear they all know whose it is.
  • Genki Girl: Flo very much started out with this characterization, energetically and enthusiastically touting insurance to her customers in a chipper manner. In later years she's mellowed a bit into a Team Mom for the other employees, but still has her moments of this.
  • Happy Place: On one ad, Alan gets bored during a presentation and daydreams about driving up to a cabin in the woods, with "Alan's Happy Place" written over the door. Then he finds the other agents there as well, saying that it's better than being at the presentation.
  • Jackhammered Conversation: One of the sign waver ads has him talking to a girl, but his conversation is drowned out by a truck. After the truck leaves, all we hear is "Öand I never went to the zoo again."
  • Job-Stealing Robot: In the ad that introduces Flo-bot, Flo gets jealous of it after someone says it's just like the "real Flo" and pours water on it. "Uh-oh. Flo-bot... is broken."
  • The Last of These Is Not Like the Others: Flo was once shown as the band manager for The Dizzcounts, whose members are Safe Driver, Paperless, Paid in Full, Multi-Car, and Joey Fatone.
  • Left the Background Music On: One ad has a man explain to Flo and Jamie all the troubles he's having paying for his house, as sad violin music plays. Then the man tells his daughter to go practice her violin somewhere else. As he continues talking, sad music again plays, and he tells his wife to turn off the TV. Then as Jamie is explaining how Progressive can help insure his home, music plays once again, this time coming from a choir that practices at the home every Thursday.
  • Less Embarrassing Term: One ad has Flo telling a couple that Progressive can compare its rate with those of other top companies, thereby sparing them from spending all day shopping around to compare.
    Flo: [to husband] And no more holding her purse!
    Wife: [irritated] It's a European shoulder bag.
    Husband: [sheepish] It Was a Gift. [rolls eyes to indicate wife]
  • Married to the Job:
    • Flo is very dedicated to her work and seemingly cannot get through a conversation without bringing it up. This greatly annoys both her family and her co-workers. It even gets Lampshaded in one of the Jon Hamm spots.
      Flo: Iím sorry, Jon, but I'm already in love—with insurance.
    • In one ad, Mara pretends to be one of these and goes on a spiel about insurance to drive away a pickup artist at a bar. Flo doesn't understand why he was uninterested about that and thinks that it was pretty good.
  • Medium Awareness: Mara doesn't ever break the ''Fourth Wall" but does seem to be aware that she's in a less-than-sane universe of some sort and is able to manipulate it to her advantage.
  • Mistaken for Pregnant: In one commercial, Progressive employee Jake makes bad "bundle" jokes (and puts a dollar into a jar for each such joke he makes). One of them is him telling a woman she'd have two bundles of joy, to which she says she isn't pregnant, making Jake walk off awkwardly.
  • Mistaken for Servant: One ad is the title sequence for a family sitcom titled "Maid for Us", whose Expository Theme Song assumes Flo is the "wacky new maid", despite her objections.
    Singer: She's not the maid we wanted...
    Flo: Because I'm not the maid!
    Singer: But she's the one we've got.
    Flo: Again, I'm not the maid! I protect your home and auto!
    Neighbor: Hey, Campbells. Who's the new maid?
  • Moment Killer: Flo. One commercial involves two girls who are looking at a hot new guy at the laundromat. Just as one of them convinces the other to go over and talk to him and the guy seems to be interested as well, Flo comes up and welcomes him to the neighborhood, saying she wants to tell him about deals on insurance.
    Guy: (indicating the woman) Oh, I was just—
    Flo: Oh, Tammy, I found your retainer!
  • Motorcycle Dominoes: In one ad, a strawman competitor to Progressive knocks over a motorcycle. Flo says "It's not like bikers love their bikes more than life itself. I doubt anyone will notice." Cue big, burly, angry biker.
  • Mundane Object Amazement: In one ad, the group decide to stop at a rest stop and accidentally end up on the side for boats and RVs. They marvel in the amenities it offers, such as benches made out of oak wood, a vending machine with four types of beef jerky, and a trash bag dispenser at a pet waste station.
    Jamie: Hey, guys! Free bags! They're just giving 'em away!
  • Nap Inducing Speech: In one ad, Flo's sister asks her to talk about insurance in order to put her baby to sleep.
  • Non-Residential Residence: In the "At Home with Baker Mayfield" ads, Cleveland Browns quarterback Baker Mayfield and his wife Emily live in FirstEnergy Stadium, never acknowledging that it is not a normal home.
  • Noodle Incident: One commercial begins at the end of a news story with the anchorman in front of a picture of jellybeans with a radioactive symbol over them, about which we learn only that whatever happened "will remain radioactive for years to come." That's followed by a Mood Whiplash to the newscast's "good news of the week," which turns out to be someone saving money on car insurance and Flo hijacking the segment.
  • No Social Skills:
    • Flo, whose quirky, cheerful personality and complete enthusiasm for her job sometimes hinders her ability to socially interact with others.
    • Even more with Jamie, whose cheerful clueless often borders on a crippling inability to read social cues leading him to do creepy things like stalk customers and talk loudly and inappropriately on his phone to a customer during a public event.
  • Oblivious to Love: Flo is so obsessed with her job and insurance that she fails to realize Jon Hamm's incredibly obvious attraction to her. Any attempt by Jon to get her to notice this fails.
  • Obsessive Spokesperson: Even when hanging out with her family and friends outside of work, Flo can't talk about anything but insurance. One commercial dares her to go a single minute without mentioning Progressive. She can't do it.
  • On Ice: Spoofed on the "Progressive On Ice" ad, an ice skating show about insurance that doesn't catch on.
  • The One That Got Away: A series of 2022 commercials reveal that Flo is this for Jon Hamm, with the pair having gone on a blind date once. Flo is Oblivious to Love from him, which baffles the other employees.
  • Only Sane Man: Alan is the cool and smooth voice of reason in the crew.
  • Operators Are Standing By: Double Subverted. Kenny Mayne declares, "Operators are not standing by." When an operator contradicts him, he replies that, first, they aren't operators but "trained professionals", and second, they're all in chairs: "Trained professionals are seated comfortably."
  • Our Centaurs Are Different: Later commercials have shown a half-man/half-motorcycle creature in such activities as getting new tires, watching other half-men/half-motorcycles, and popping a tire while driving along.
  • Parody Sue: Jamie is The Ace, with multiple black belts in different martial arts, a loving family with a rich international model, talents in law and music, and more connections and stories than one can imagine...but all of that is background material, because he spends most of his time on his obsession with insurance, the one field he's not great in.
  • Reverse Psychology: One 2022 ad has Mara use this to convince a customer to get insurance, saying that she probably doesn't want to save enough money to go to Bora Bora. She then uses it again to convince Alan to go out for tacos.
  • Roger Rabbit Effect: In the Sonic the Hedgehog crossover ad, Sonic the Hedgehog is animated in CGI while the Progressive characters remain live-action.
  • Scooby Stack: One ad references classic sitcom openings with a family who has hired Flo as their maid. At one point the family does a stack like this to look around a door and into the kitchen.
  • Secret Test of Character: One spot begins with a woman stopping her car at an intersection to let a frail old woman cross the street. The old woman is then immediately revealed as Jamie in disguise, and the rest of the crew pops in to congratulate the woman for being a safe driver.
  • Self-Deprecation: In one of the "Driver's Ed with Ed Helms" commercials where Ed Helms parodies boy bands, he wonders why he of all people is playing a boy band member.
  • Shout-Out:
    • One of the ads has Flo and Jaime watching a game show called "Smart Off", which is a pretty blatant parody of Jeopardy! right down to the set resembling that of said game show.
    • One ad is half this and half Take That! to Chevrolet's "Real People, Not Actors" series of commercials, where the spokesperson surprises a group of people by opening doors and moving stuff. This one has Jamie react in an over-the-top manner to every one of the moves, and starts "Real Actors, Not People."
  • Sickeningly Sweet: One ad begins with shots of puppies and kittens with over-the-top narration before Flo steps in mid-commercial to shut it down, declaring it to be "too much."
    Mara, holding a dog wearing a top hat: Define "too much."
    Rodney, holding a basket of kittens: What's wrong with cute animals?
    Jamie, wearing a drum major uniform and standing in front of a group of kittens: Somebody's gotta break the news to Mittens. [cut to shot of adorable kitten in a marching band outfit] She's a diva.
  • Stalker with a Crush: Jon Hamm in a later ad where he stages a burst pipe in his home (which is actually just a soundstage) in hopes of being able to profess his love to her.
  • Standard '50s Father: In 2023 they debuted a new ad series called TV Dad, with Reginald VelJohnson (riffing on his portrayal of Carl Winslow) helping typical families by urging them to save money by switching to Progressive, and doing things like giving them free puppies.
  • Suspiciously Specific Denial: In the "Portabella's" commercial.
    Customer: You're that insurance guy, aren't you? The pasty one.
    Jamie (sarcastic): Oh, as if. Like I'm gonna go into some spiel about how you can get options based on your budget with the Name Your Price Tool.
  • The Swear Jar: One ad had Jake put a dollar into a jar for every bad "bundle" joke he made. Good thing, too, because the "bundle" jokes get worse and worse.
  • The Talk: Parodied in one of the commercials. Flo explains to a child what happens when you bundle home and auto insurance in a way that makes it look a lot like sex, complete with sexy background music and a horrified mother holding her son's ears shut. Flo even asks if she'd rather the kid "learned it on the streets".
  • Totally Radical: An inversion. Flo tries helping out an elderly customer who uses outdated slang from the mid-20th century. Needless to say, she has no idea what he's talking about.
  • Trivially Obvious: A critic's blurb on the "Progressive On Ice" ad reads "I had the whole row to myself."
  • Turning Into Your Parent: A series of commercials features "Dr. Rick," a life coach who instructs young couples who have recently bought a house on how not to turn into their parents. Lessons warn of putting too many pillows on the couch, grunting when sitting down and how to correctly pronounce "quinoa."
  • Very Special Episode: One commercial is a Afterschool Special parody, complete with the Stylistic Suck of fuzzy video and letterbox, in which Jamie learns the hard way from Flo that "sprinkles are for winners."
  • Waving Signs Around: One of their semi-regular campaigns involves a guy with a sign which reads that drivers who save with Progressive save over $750 on average. In one ad he finds himself standing next to another guy who's advertising condos who says that people will look at his condo sign because the insurance sign is pointing at it. So the Progressive guy flips his sign around so it's pointing in the opposite direction.
  • What Were They Selling Again?:
    • The ads usually avert this by having the characters explain the tools they offer in the ads, but there's a few that lean more towards being 30-second sketches that just briefly mention an insurance gimmick. For example, there's an ad where some stereotypical office characters discuss how generic they are, only briefly mentioning that they want Progressive's Name Your Price tool without explaining why.
    • The "sign" commercials just have a guy with a sign that says "Drivers who save with Progressive save over $750 on avg." and don't really explain anything other than that.
  • White Void Room: The Progressive store, being an almost entirely white room on the inside, resembles one.
  • You're Not My Father: A teenager yells this at Jamie in one ad where he gives the mistaken impression that he's marrying his mom (when he's really just selling her homeowner's insurance).
  • Zombie Apocalypse: Parodied with the Rate Suckers.


Video Example(s):


Progressive on Ice

This Progressive commercial parodies the idea of making an ice show out of a beloved property... not that it's stopping people from wishing it was real.

How well does it match the trope?

5 (9 votes)

Example of:

Main / OnIce

Media sources: