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In April 2020, as the Covid-19 death toll surpassed half a million and the country wrestled with uncertainty, confusion and a new thing called social distancing, brands were scrambling for an advertising message that would suit the edgy national mood. Most defaulted to clichés: “We’re all in this together,” “In these trying times,” “We’re there for you,” and so on.
But not Progressive. That month, the insurance giant aired a 30-second spot titled “WFH—Tech Issues.” It featured Flo, the brand’s long-established mascot, and her colleagues struggling to get a video conference off the ground, beset by all the problems we know so well: frozen screens, background noise, interruptions, the whole bit.
It
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