Get Inspired
nd Genius — of Dr. Rick
ning the Advertising Game
As the Boston Globe reported in February, the genius behind Progressive’s campaign is simple. They don’t rely on gimmicks or goofy storytelling. Instead, they remind us that we all have a bit of those embarrassing traits we roll our eyes at when it comes to our parents, and it’s only when we reach those milestones — like buying a home or becoming a parent — that we realize we are more like those who raised us than we realize. In doing so, Progressive has staying power. Viewers can chuckle at the advertisements and possibly even nudge their partner saying, “That’s so true!” It’s not an in-your-face advertisement that boldly proclaims what Progressive can offer. Instead, it positions the Progressive brand as a company that “gets it.” It breathes life into an insurance agency, much like Flo and the gang did all those years ago. Your services and promises are part of your business, but who is your business? In what ways does your brand show up and live in your community? Does your advertising speak to that — or is it too focused on the products you’re trying to push? As Progressive proves, you don’t have to be bold or brash to leave a mark. Instead, you just have to be relatable.
“Stopping advertising to save money is like stopping your watch to save time.” –Henry Ford
Resource of the Month: Superhuman Make Your Inbox Superclean, Superfast, and Supercool
As you might imagine, there was a lot of hype surrounding Superhuman when it first launched and during the testing phase. The company was founded by Rahul Vohra, who famously created Rapportive, an early Gmail extension that was purchased by LinkedIn. All that said, you have to run a bit of a gauntlet to try Superhuman. When you sign up, the platform asks you to take a survey (claiming it’s putting you at the top of its “250K waitlist”) to determine whether you’ll be a good fit. If you are, Superhuman costs $30 per month. Some people, like the CEOs of Crunchbase and Eat24, love Superhuman, but The Verge called it “overhyped and overpriced.”
100 milliseconds. That’s the amount of time it takes for something to feel “instant,” so basically Superhuman’s promise is that you’ll never have to wait for anything, ever.
On top of the aesthetics and performance, Superhuman also has some pretty cool features, including the ability to link with your social media accounts, the option to “undo” sent messages in order to fix typos, and a way to enable email sorting powered by artificial intelligence. It will also show you when your messages have been read, let you snooze messages, and give you reminders to follow up on stalled conversations.
Where will you land? Head to Superhuman.com to learn more.
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