Progressive Insurance has launched a new advertising campaign called “Drive Like an Animal,” which uses artificial intelligence (AI) in its production process. The ad features a voiceover by Stephanie Courtney, known for her role as “Flo,” and presents a scenario where animals are behind the wheel, highlighting Progressive’s Snapshot program that tailors insurance rates to individual driving habits.
Meghan Walsh, Business Leader of Integrated Marketing at Progressive, explained the intent behind the campaign: “‘Drive Like an Animal’ is a playful, imaginative way to highlight how with Snapshot, Progressive personalizes your auto insurance based on your actual driving behaviors, not someone else’s. Showcasing a whimsical depiction of animals driving cars, this spot captures the creativity and humor we’re known for while driving home an important message about fairness, transparency and personalization in auto insurance.”
The concept was first developed through traditional creative methods before incorporating AI technology. Progressive collaborated with its in-house agency Ninety6, agency of record Arnold, and external agency Monks to produce the commercial. While AI played a significant role in visual production, human input remained central to the project. Stephanie Courtney’s narration was included to maintain familiarity for audiences.
Matt Dillon, Business Leader of Creative Development at Ninety6, commented on the use of AI: “Progressive has always embraced innovation and technology to expand our creative teams’ ability to tell fresh, compelling stories. AI is an exciting tool that adds to our ability to innovate, but it’s just that—a tool. The heart of our advertising remains the talented artists, animators, directors, and actors who bring these ideas to life. In this spot, we’re proud of how we’ve blended technological innovation with the creativity of our team to deliver a message that’s not only entertaining but also deeply relevant to consumers.”
Progressive has established strict standards for its use of AI tools in advertising to address concerns related to security, copyright compliance, and ethical practices. The company emphasizes that responsible use of AI aligns with its core values.
Walsh added: “The heart of this creative is our Snapshot program, and AI was the tool to help create it. Driving animals beautifully illustrates the idea of fairness and personalization in a lighthearted way that’s both entertaining and empowering: drivers deserve coverage that reflects them.”
Progressive Insurance provides various forms of coverage including car insurance, home insurance, motorcycle insurance, boat insurance and more. It is one of the largest providers in several categories within the United States market. The company was founded in 1937 and continues to offer services such as Name Your Price and HomeQuote Explorer. Its holding company trades publicly on NYSE under PGR.
