Progressive Insurance Should Cancel Its Crude Ad

Progressive Insurance offends conservative viewers in its current “Dr. Rick: Scared Straight” commercials. In this insurance ad, Dr. Rick explains, “When a young homeowner starts to turn into their parent, it helps to show them just how bad it can get.” One Million Moms has received complaints about scenes shown in a men’s locker room where it is obvious men are undressed but intentionally covered below the waist in a variety of ways. The insinuation of males unclothed is completely unnecessary.

Seven men, just out of the shower, disguise their naked bodies by wearing a towel around the waist, standing behind a gym bag, a stack of towels, a full laundry cart of towels, or an open locker door. Even though the camera angle partially hides the men, the lack of clothes is obvious; so much skin is still visible.

While the men are partially hidden but obviously still not wearing any clothes, the homeowner asks, “So, they just hang out here… naked?” … “Why is he eating his lunch in here?”

“Yeah,” states Dr. Rick. “You’re asking the right questions.”

The ad intentionally mentions that the men are unclothed. Even though objects hide the men in these two scenes, it is never appropriate for someone to be undressed during an advertisement. The ad reveals nothing specific yet implies exactly what is intended. The viewer’s mental image consists of males completely undressed.

Even though other parts of the commercial might be humorous, 1MM finds this commercial inappropriate because of the locker room scenes. Progressive has deliberately produced controversial advertisements instead of wholesome ones.

Making matters worse, these advertisements air during prime time when families are most likely to be watching - Not to mention the questions children will ask after viewing these commercials. Progressive should be more responsible in its marketing decisions.

Let them know that, as a parent and consumer, you are disappointed by the company’s recent marketing choices.

If you agree that this marketing campaign is inappropriate, please sign our petition urging Progressive Insurance to cancel this “Scared Straight” commercial immediately.

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