In a move that merges insurance advertising with the nostalgia of the 90s hip-hop era, Progressive, the No. 3 auto insurer, has unveiled its latest TV commercial, “Replay,” featuring the iconic Kid ‘n Play duo. The new spot, titled Watch Party, showcases Christopher Reid and Christopher Martin navigating a football watch party with a comedic twist, bringing a fresh and entertaining angle to Progressive’s advertising playbook.
Walter Geer, chief experience design officer at VMLY&R, sheds light on the inspiration behind the campaign, stating, “The spot weaves Progressive’s conversation-driving Replay campaign together with the vibrancy of hip-hop culture. Kid ‘n Play and their iconic movie capture a moment in Black culture that encapsulates the duo’s role in hip-hop history.”
The commercial not only taps into the charm of Kid ‘n Play’s legacy but also incorporates elements that resonate with audiences across generations. The Watch Party spot unfolds with the duo misinterpreting each other, leading to a need for a Replay challenge flag. The campaign cleverly integrates nods to hip-hop, including the revival of the Kick Step with actress Ashley Everett and an exclusive track from the trending hip-hop duo Flyana Boss.
Adding a sports connection to the mix, viewers will recognize Buffalo Bills’ Von Miller, linking back to Progressive’s recent Suits spot, part of the larger Replay campaign. The Replay series also includes other commercials such as Suits, Game Plans, and Sunroof.
Geer further emphasizes the significance of the campaign, stating, “From the kick step to the flattop fade, we hope we did justice in paying homage to Kid ‘n Play’s legacy and role in this Replay and are honored to have been a part of this dream project.”
