New Dude Dropped
What do we mean when we talk about stories? Hm? When we collectively share a journey, experience a tale either fantastical or fanatically realistic—what are we truly connecting with? Is it the setting? The tone? Or—God forbid—the dastardly plot? Hell no, you gentle morons. Anytime someone says, “Oh. This is so good. What’s in this?” The answer invariably comes back: characters. Characters! Again and again.
The cool thing about commercials now (fun phrase to say) are the characters. And if you’ve been paying attention—i.e. watching live sports any time in the past year— something fascinating has happened. This guy has taken over the game.
This is an achievement of enormous magnitude. Jamie from Progressive has usurped his longtime co-star, Flo, to become the most complex and satisfying character on television. Flo from Progressive, as we all know, is TV royalty—someone whose dominance became so nonchalant, so all-consuming, that there was almost no room for anyone else to breathe. Captain Obvious, The Most Interesting Man In the World, Mayhem, Hot Old Spice Centaur Guy, even the beloved AT&T Girl (who may have given Flo the best run for her money). These clowns didn’t stand a chance. Anytime someone said, “Oh. This commercial is so pleasing and easy to swallow. Who’s in this?” The answer invariably came back: Flo. Flo! Again and again.
But the call was coming from inside the house. Jamie from Progressive has emerged as the undisputed king, the silent guardian, the watchful protector, a Ginger King. This guy is genuinely hella funny.
What does it say about the current landscape that Jamie is miles funnier than the Sonic Drive-In guys, Peter Grosz and T.J. Jagodowski, two actual comedians? What does it say about me that I’m creaming my raw selvedge denim about a guy whose job is to sell me a bundle of home and auto insurance? (Hey, it worked!)
Who gives a shit, man? Jamie earned this. Flo got complacent—with a lead that big, she got sloppy in the second half, committed unforced errors. Meanwhile, Jamie was first one in the gym, last one out. He put in the work, laid the foundation, for years, to get to where he is today. And as COVID came along and the opportunity was ripe for the taking, he finally scaled his way to the mountain top, promptly tossed Flo off the edge to be trampled by the wildebeest stampede, and claimed his rightful spot as Progressive King. It is only right that we respect greatness in its prime.
And now, Ritam on Ads—
Ritam’s Footnote:
No ad has ever been funny or cool. All ads go through 500 million email threads with the least funny people on Earth. They are tested to shit and some idiotic brand manager has to give the Baby Nut campaign an internal name called like “Project Lazarus” or something. All ads are fucking idiotic. Sorry! Next!!!!!!