With 43% of Gen Z and younger millennials feeling “unconfident” and unsure about insurance policies, Progressive wanted to make the topic relatable and accessible by tapping into pop culture and humor.

So when Reggaeton sensation Bad Bunny’s viral Calvin Klein photoshoot became too hot to handle and started distracting drivers everywhere, Progressive saw the perfect moment to step in. The result was a two-day stunt where we parked branded trucks in front of the billboards in NYC and Miami, blocking the images with some literal coverage and reminding people to keep their eyes on the road. Our campaign reached 400 million media impressions, proving Progressive could both connect with Gen-Z audiences and keep them safe.