Cannes Lions

Black and White

ARNOLD WORLDWIDE, Boston / PROGRESSIVE INSURANCE / 2016

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Flo is a rare advertising figure that has actually managed to become a part of culture. And it’s our job to keep her there. So we’re constantly looking for places to put her that reflect the cultural moment, and keep her relevant. So, how is a spoof of an ad from the 1950s relevant you ask? Well, in 2015, there were a ton of US headlines about what it means to be “equal" today as a woman. From issues of maternity leave, to the first two female graduates of the Army Ranger Program, to the dominance of tennis star Serena Williams. And Flo herself is a bit of walking contradiction. She’s got 1950's hair, but the power and control she displays are decidedly 2015. All of which made us wonder - how would Flo respond were she a spokeswoman in a different time? This spot is the result.

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