Industry Craft > Copywriting
DR. RICK WILL SEE YOU NOW
ARNOLD WORLDWIDE, Boston / PROGRESSIVE INSURANCE / 2022
Awards:
Overview
Credits
Overview
Cultural / Context information for the jury
COVID-19 changed the world – and for living situations, it sparked a major transition from rented urban living to first-time home buyers uprooting to suburbia. With the pandemic still well in force, our audience of new and young homeowners were forced to spend time in their homes. A true recipe for “Parentamorphosis” disaster. “Parentamorphosis” is a term coined by Progressive’s Dr. Rick - referring to young homeowners turning into their parents the moment they buy their first home. It’s usually a gradual decline…but the pandemic expedited the situation. “Parentamorphosis” triggers right and left inundated new homeowners. Our audience was in dire need of Dr. Rick’s help to course correct the behaviors they picked up during the pandemic and un-become their parents. Reaching them by TV was no longer enough, they needed more.
Tell the jury about the copywriting.
Dr. Rick is not a real doctor (Sorry). He’s not even a real person (Sorry again). But he does have a voice of his own, that we established in a dozen or so commercials and videos. So each page, from the forward to the lessons to the about the author, was written “by him.” Which involved countless hours of saying “that’s not how he would say this. He’d say this.” With multiple writers on the book, we had to make sure no chapter or sentence felt disconnected to another. Which wasn’t easy. But we think we did a decent job.
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