Progressive Insurance has collaborated with the internet's hottest web series for a mini episode starring brand spokesperson Dr. Rick who "helps young homeowners unbecome their parents."
A nearly six-minute video sees Dr. Rick, played by comedian Bill Glass, taking on the wings of death, all while giving host Sean Evans a humorously deadpan lowdown on parental issues.
With good advice and a few psychological tests, Dr. Rick highlights several signs to look out for if someone is starting to turn into their parents.
According to Sade Balogun, senior business leader of brand experience at Progressive, the unconventional collab places the brand's famous therapist closer to pop culture to reach wider audiences.
"Dr. Rick previously appeared on "Good Morning America" on July 4, where he gave viewers tips on how to not turn into their parents while throwing an Independence Day celebration.
In July, he also starred in a campaign that sent him to Paris for the 2024 Summer Olympics, where he teamed up with travel writer Rick Steves.
This latest effort from the insurance company leverages the massive internet success of "Hot Ones," which is currently in its 25th season.
With its new strategy of putting Dr. Rick in unique and culturally relevant situations, Progressive is doubling down on its viral marketing efforts to brand increase awareness and recognition.
Tackling Hot Topics
The new video starts off with Evans giving Dr. Rick a warm welcome in traditional "Hot Ones" fashion.
Clocking in at five minutes and 40 seconds, the short feature gives the therapist three levels of hot sauce instead of the show's usual 10.
The three-sauce gauntlet doesn't pull its punches, however, still ending with the show's spiciest offering: The Last Dab Xperience.
Throughout the ordeal, Dr. Rick explains several key indicators that someone may be turning into their parents, such as wardrobe changes that may include chunky white shoes and cardigans.
The good doctor also throws in a Rorschach test for Evans to answer, which hilariously results in a slew of hot wing-related answers that leave the doctor concerned.
Finally, the show hits its spicy climax as Dr. Rick takes a bite of the spiciest wing. Hilariously suffering through the pain, he shares some success stories from young homeowners.
"Hot Ones" has become a platform where brands can gain more exposure to diversify their target audience.
Back in April, Stella Artois tapped the show for a special sponsored episode featuring rapper Ludacris.
Editing by Katherine 'Makkie' Maclang
