Creaky stairs, swinging light bulb, and unintentional butt dial are haunting a homeowner in the latest Progressive
commercial, part of the “Parentamorphosis” campaign.
The spot, dubbed “Parentanormal Activity,” features a woman who shares her story about how her husband changed since moving into their new house. “Ever since we moved her I’ve been noticing it. I think the house is changing him. Into his father,” the lady says, while on screen various scenes that illustrate her statement are shown. The man manages to terrify her when she’s in the bathroom brushing her teeth and in the hallway when he forbids her to touch a device because it’s in eco-mode. Another shot features him under a swinging light bulb, saying he can’t stop it from swinging and that “there must be a draft in there”.
However, toward the end of the video, the woman adds that he did save a bunch of money bundling their home and auto with Progressive.
“Progressive can’t protect you from becoming your parents, but we can protect your home and auto when you bundle with us,” the voiceover says at the end of the commercial.
Created by Arnold Worldwide in 2016, the “Parentamorphosis” campaign, which became Progressive’s most successful effort without spokeswoman Flo, includes several spots directed by Roman Coppola, featuring homebuyers that assume the most annoying traits of their parents. One of the commercials featured several men and women talking in a “Dad” Support Group about their transformation frustrations. Another spot featured a married couple sharing their story about how the husband, Matt, changed when they became homeowners. If, when they were dating, they used to get excited about things like concert tickets or a new snowboard, all that changed when they bought a house. “Matt started turning into his dad,” says the woman. Another ad featured a group of friends on a road trip, where they realize that one of them, named Keith, who “used to be great to roadtrip with,” has changed dramatically since he bought his house.