Progressive Corp., an automobile
insurance company based in Cleveland, is planning an integrated campaign
designed by Arnell Group Brand Consulting in New York City featuring E.T., the
lovable little alien from the 1982 hit film.
According to a New York Times report, the campaign, which will have an Internet component, will focus more on safe driving than
insurance policies. Spending was not disclosed.
The campaign will include a 60-second commercial to appear before the halftime
show of Super Bowl XXXIII as well as materials for driver’s education courses
and an “E.T. Safety Club” for children.
“It’s natural to use E.T. as a teacher, a champion, for driving-safety
issues,” Bob McMillan, marketing director at Progressive, told the Times.
“E.T. is, after all, a progressive being. . .”
The campaign begins Jan. 9 with teaser television spots in National Football
League playoff games.
Filmmaker Steven Spielberg, who directed “E.T., the Extra-Terrestrial,” said
in a statement: “E.T. holds a special place in so many hearts. I’m extremely
pleased that the values symbolized by E.T. will be used to aid and address the
issue of safe driving.”