“Un-Becoming Your Parents in Paris” includes several firsts for the brand, including a partnership with travel guru Rick Steves for remixed audio tours of Paris; outdoor advertising at airports in Los Angeles, New York, Miami and Atlanta; and a vending machine at New York’s John F. Kennedy International Airport stocked with copies of the book Dr. Rick Will See You Now.
Targeting a diverse generation Y
The campaign will benefit from significant buys across social and digital media, with Dr. Rick It appears on sites like Expedia and Tripadvisor to share its patented, savvy advice, as well as a hotline for Dr. Rick’s tips and tricks. The brand is partnering with a handful of content creators — a “new venture for us,” Balogun says — in an effort to reach a diverse millennial audience.
The commercial, titled “Glory Days,” warns those who watch live sporting events against using it as an excuse to bring up their high school athletic careers because “nobody cares,” according to Dr. Rick.
The series’ social media ads feature iconic landmarks in the City of Lights, where people who act like their parents might be tempted to make annoying comments. The sight of the Arc de Triomphe might prompt such people to “feel inspired to talk about the efficiency of roundabouts,” says Dr. Rick. “Marvel in silence: you’re on vacation, not studying to be a civil engineer.”
Arnold's team first cast Dr. Rick, played by actor Bill Glass, in a 2017 commercial called “Group Session,” and brought him back as a central character in 2020, joining Flo and others in Progressive's advertising pantheon.
Dr. Rick to the Rescue
Since then, creatives have looked for places where “it fits naturally,” according to Sean McBrideCreative Director at Arnold, delivering on the brand’s mission to engage with consumers where they spend time to build brand affinity and consideration.
Travel makes sense as a backdrop, whether it revolves around the Olympics or not, because the activity is full of “trigger environments” where Dr. Rick’s wisdom can come in handy, McBride said.
