Insurance carrier Progressive has signed Cleveland Browns star quarterback Baker Mayfield and his new wife, Emily Wilkinson, to its advertising team.
“There’s no glorified pro-athlete persona or hard-sell messaging, just highly relatable, everyday and quite funny moments between Baker, Emily … and their rather unique 68,000-seat ‘stadium’ home,” Jeff Charney, Progressive’s chief marketing officer, said of the advertising campaign that will “kick-off” on Sept. 5 with the start of the National Football League season and will run on both national television and digital channels.
The Heisman Trophy-winning Mayfield is becoming a household name to sports fans after breaking the single-season record for the most passing touchdowns by a rookie quarterback.
The “episodic content” campaign will unfold gradually throughout the season, as the Mayfields provide glimpses of “homeowners moments,” like mowing the grass or fixing plumbing and electrical problems, as they settle into their new “stadium home,” according to Charney.
Mayfield joins former NFL quarterback Peyton Manning (Nationwide) and current Green Bay Packers’ quarterback Aaron Rodgers (State Farm) on the field of insurance advertising.
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