In the latest Progressive Insurance ad, two men enter a Progressive Insurance store asking an agent for advice. Who knew that these two men would cause such a chatter?
To be honest, I saw the ad several times and questioned whether the men were gay, but never took a closer look. Slate did. According to a Slate article, the men exhibit gay mannerisms, subtle body language toward one another, and one wears a rainbow shirt. Additionally, the quirky Progressive associate, Flo, looks at both men when asked about their financial situation.
Because two men walk into a store together, are they gay? As a consumer, what components lead us to assume that these men are gay? Is it clothing, their body size, their voice or their mannerisms?
The ad was not intended to target gay audiences, but the ad itself does not have an overly masculine tone. So, it doesn’t alienate the LGBT population and it doesn’t upset anti-gay advocates. Does that mean Progressive’s ad is, in fact, progressive?
At the close of 2008, we predicted more gay-vague ads. Could Progressive’s ad campaign fall into this category? I think so. The ad has all the makings of a gay-vague ad, giving Progressive an opportunity to reach a broad audience, gay or straight. With this movement toward gay vague, companies maximize their marketing dollars, targeting both the influential gay population and the general market consumers.
So, the last question is – does Progressive allow gay couples to have joint car insurance? I think I might give them a call now.
If you haven’t seen the ad, click here.
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Progressive does allow unrelated household members to be on the same policy. My partner and I are on the same policy and are covered to drive each other’s cars. We also have Progressive Home Advantage and are saving over $600 per year vesus our rate with State Farm.
Progressive also has a 100% rating with HRC.