Smash Mouth got a halftime slot from Progressive
| | | | | | | | | | AdFreak | | | | January 09, 2020 | | By David Griner |
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| | | Progressive Won't Be in the Super Bowl, So It Put a Halftime Show in Its New Ad | |
| | | | | Guess who's playing the halftime show? Smash Mouth. Oh wait, not THAT halftime show. We're talking about the 15-second halftime show jammed into the middle of Progressive's newest ad starring Flo. In our interview today with Progressive CMO Jeff Charney, he tells us that his team and the creatives at Arnold Worldwide brainstormed a lengthy list of potential acts to feature in the spot that will be running throughout the NFL Playoffs and NCAA College Championship. What put Smash Mouth over the top? The band's "All Star" is an enduring hit and one you can recognize within just a few notes—an important aspect when you only have a few seconds to sell the gag. Plus the band was willing to play along with the joke and not take itself too seriously. “You had to find the right band to have their 15 seconds of fame,” Charney says. “We settled on Smash Mouth because of 'memory lane marketing.' Once you hear that song, it reminds you of where you were 20 years ago." Read more: Learn why Progressive strategizes ad campaigns the way a TV network thinks about programming. | | | | | |
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