Progressive is planning three spots in total with the new character. The marketing push includes broadcast TV and streaming, radio and paid and organic social media. Much like Dr. Rick, a similar Progressive character that also provides advice, TV Dad will function on his own and not interact with the likes of other longtime spokescharacters such as Progressive agents Flo and Jamie.
VelJohnson’s casting is also part of a push to add more diversity to Progressive’s lineup, according to Kent.
“Clearly as an African American leader and woman, it’s a personal ambition of mine to increase diversity,” she said, adding that “the people we serve look very diverse and we want to make sure all of our work is relatable and that people can see themselves in the work from Progressive.”