The house party the culture really wanted
2024 marked the 50th Anniversary of Hip Hop Music and it's influence on mainstream culture is undeniable. Everything from sneaker culture, film and television, technology, automotive... even food & beverage — it changed everything.
House Watch Party
Problem
Progressive’s Replay campaign needed to connect deeper with black consumers during the regular football season. The challenge flag moment has to be clear and relatble.
Insight
Black consumers who watched regular season football were also 3x more likely to stream Hip Hop music when hosting watch parties. And 2x more likely to be on social media.
Solution
Let’s remind fans of Progressive’s coverage by damaging a house again… with Kid N’ Play
Idea
We reminded old (and new) fans that even if your house gets damaged from a watch party, Progressive covers it. 2024 marked the 50th Anniversary of Hip Hop music, so we brought back Hip Hop legends, Kid N’ Play’s iconic kickstep. With a new custom music track featuring Tik Tok’s famous rap duo, Flyana Boss, we made a hit with the perfect celebration of Hip Hop.
Oh, and the spot was the first to air during the history breaking Super Bowl LVII double OT Chiefs victory vs 49ers (25-22).
No Super Bowl has ever reached double overtime.
123.4 to 123.7 million viewers across CBS, Nickelodeon, Univision, and streaming platforms.
When icons do iconic things 🪄
To launch the work on social, we partnered with legendary choreographer, Ashley Everett (Beyonce's former dance captain and choreographer) to kick off the announcement. We even casted a professional mascot to join in to launch a Tik Tok dance challenge. This was a full cicle moment to connect Hip Hop, Kid N’ Play’s cultural influence/dance and a new generation of dancers like Ashley. PERFECTION.
Ashley kicks off the campaign by announcing the project on social media.
We filmed a dance party with a new Progressive mascot.
We had fun with some outtakes and unscripted moments with the gang. These were perfect bite-sized bits fit for social.
Fans noticed during the Super Bowl and many were delighted to see the duo.
Of course the mascot couldn’t arrive empty handed (or pawed rather).
