Progressive's "Dr. Rick" Writes A Book
“To become yourself, you must first un-become your parents.” So says the inside flap of Dr. Rick’s book, “Dr. Rick Will See You Now. A guide to un-becoming your parents.” And so begins a branded experience unlike any other. I immediately ordered the book as soon as my friend and ECD at Arnold Worldwide (Progressive’s AOR), Sean McBride, posted something about it on the socials.
I wasn’t disappointed.
If you like the “Dr. Rick” campaign as much as I do, you’ll like this book as much as I did. It’s full of little Rickisms to help us un-become our parents. It’s a very visual guide broken out by themes like Socializing, Physicality, Clothing & Accessories, etc.
Some of my favorite lines:
“You’re not a 16th century explorer navigating the seven seas, so let’s avoid using north, south, east, and west when giving directions…Your help shouldn’t require a compass or the ability to read the sun.”
“Do not lick your finger when turning this page. Or any page in this book.”
“The only people who wear wind pants are football coaches and your parents. Odds are you’re not a football coach.”
It’s about 120 pages full of funny insights like these. Insights that will help us all un-become our parents. But that’s not why I like this book.
This book extends the “Dr. Rick” illusion.
What I really like about this book is that it exists. That a character in an advertising campaign would even have a book that he “wrote.” It’s an unexpected and wonderful manifestation of this aspect of Progressive’s advertising. The Dos Equis “Most Interesting Man In The World” actor wrote a book, but the character never did (that I could find). What if Ronald McDonald wrote a book? Or Captain Obvious? Or The Caveman in those old Geico spots? My point is, a book “from” an advertising character is a way to bring the illusion of that character to life.
The book doesn’t sell you insurance, it sells you on the character who sells insurance.
The “Dr. Rick” book barely mentions Progressive Insurance. Just a “Presented by Progressive” on the cover in small type. But I’d argue the book serves two purposes:
For those aware that the book exists, but don’t order it: “Cool, Dr. Rick has a book, that’s hilarious.”
For those who order the book and pour over it: “I love the Dr. Rick character and now I love him even more.”
So there’s value in just knowing the book exists because in that awareness is an augmentation of the consumer’s perception of the character. And for those who order the book, it satisfies their love for the character and cements the relationship. In both cases, however, Progressive wins because both groups are primed for more Dr. Rick TV spots next time they’re on. Progressive is not selling insurance with this book, they’re selling Dr. Rick, who indirectly sells insurance later on TV.
So smart, so funny, so on brand I can hardly stand it. Order yours here while supplies last.
Will Burns is the Founder & CEO of Ideasicle X and a Brand Consultant. Follow him on Twitter @WillOBurns
