What the Progressive TV commercial - The Closet is about.

Progressive TV Spot, 'The Closet': A Journey to Bold Self-Expression

In a world where conformity often reigns, Progressive Insurance breaks free from the mold with their groundbreaking TV spot titled 'The Closet.' This thought-provoking commercial challenges societal norms, embraces individuality, and celebrates the journey towards self-expression.

The ad begins with a close-up shot of a standard bedroom closet. A neat row of identical, colorless suits hangs neatly, symbolizing the cookie-cutter approach many individuals are forced to take to fit into society's expectations. The voiceover, delivered by the charismatic and witty Flo, sets the stage for a liberating journey.

As the camera pans back, we see a middle-aged man named Gary standing in front of the closet, contemplating his next move. Gary, played by a talented actor, captures the essence of someone torn between societal expectations and their own authentic self.

With a determined look in his eyes, Gary makes the bold decision to step into the closet. As he enters, the closet transforms, revealing a vibrant, magical world full of color, texture, and countless options for self-expression.

Surrounded by an array of eclectic clothing, Gary's transformation begins. From sharp suits to avant-garde outfits, each garment represents a facet of his personality that has been suppressed for far too long. As he tries on various ensembles, Gary's confidence grows exponentially, mirroring the empowering message of the commercial.

Meanwhile, Flo's voiceover intertwines with the visuals, echoing the sentiment that Progressive Insurance encourages individuals to embrace their uniqueness. She highlights how Progressive provides insurance that adapts to people's lives, just like the wardrobe options in Gary's newfound closet.

Each outfit change represents a step in Gary's journey, as he sheds the expectations placed upon him and unveils his authentic self. The ad showcases the power of self-acceptance, self-expression, and living life on one's own terms.

As the spot comes to a close, Gary emerges from the closet not just as a different person, but as his true self. His transformation is met with applause and admiration from an imagined crowd, symbolizing the support and acceptance that await those who dare to defy societal norms.

'The Closet' Progressive TV spot challenges viewers to consider the restrictions they place on themselves and encourages them to break free. It reminds us that insurance, like life, should adapt to our evolving needs, celebrating our unique journeys.

In a world that often values conformity, Progressive Insurance's 'The Closet' invites us to embrace our individuality and boldly express ourselves. It serves as a reminder that true happiness and fulfillment can only be found when we have the courage to step out of the shadows and into the light of our own authenticity. So, what's in your closet?

Progressive TV commercial - The Closet produced for Progressive was first shown on television on October 8, 2017.