Alyssa Lane
Flo from Progressive Insurance commercials is a fictional salesperson played by actress and comedian Stephanie Courtney. Since her debut in 2008, Flo has appeared in more than 1,000 advertisements for Progressive Insurance, becoming an iconic advertising mascot. In 2016, Progressive introduced a new commercial titled The Thread, which did not feature Flo. This sparked rumours that Flo was going to be killed off or that the company was planning to cease using her as their spokesperson. However, Stephanie Courtney has continued to portray Flo in Progressive Insurance commercials.
| Characteristics | Values |
|---|---|
| Name of the character | Flo |
| Name of the actress | Stephanie Courtney |
| Year of character debut | 2008 |
| Number of advertisements featuring Flo | More than 1,000 |
| Number of advertisements featuring Flo (as per another source) | 215 |
| Other characters played by the actress in the Progressive Insurance commercials | Flo's mother, father, brother, sister, and grandfather |
| Type of character | Salesperson, insurance expert, store employee |
| Personality | Upbeat |
| Likes | Ice cream and tacos |
| Apron | Signature part of Flo's look |
| Year of introducing Flo's Australian counterpart, Kitty | 2011 |
| Name of the actor who plays Jamie, Flo's sidekick | Jim Cashman |
| Name of the actor who plays another Progressive employee, Mara | Natalie Palamides |
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What You'll Learn
Flo from Progressive Insurance is played by actress Stephanie Courtney
Flo from Progressive Insurance is played by actress and comedian Stephanie Courtney. Flo is a fictional salesperson who has appeared in more than 1,000 advertisements for Progressive Insurance since 2008. In November 2014, Progressive aired its 100th advertisement featuring Flo and introduced other members of her family, including her mother, father, brother, sister, and grandfather. All of these characters were played by Courtney, who spent about 12 hours doing hair and makeup transitions for the recording.
Courtney's character has developed a fan base on social networks and has become an iconic advertising mascot. In 2011, Progressive introduced Flo's Australian counterpart, Kitty, played by Holly Austin. In 2020, another Progressive employee was added, Mara, portrayed by Natalie Palamides.
Despite ongoing rumours that Flo from Progressive was going to be "killed off", Stephanie Courtney has continued her role as Flo. Progressive has stated that they have no intention of removing Flo as she is a key branding element and a driving force for the company.
Courtney has described her experience playing Flo, saying that the first ad wasn't intended to be funny, but an ad-lib changed the course of the character: "I remember the first actor, his line after I tell him the whole thing is, 'Wow.' And he said, 'Wow.' And I'm like, 'WOW! I know! I say it louder!' I was kind of shocked at how I screamed in this actor's face."
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Flo has appeared in over 1,000 ads since 2008
Flo from Progressive Insurance commercials is a fictional salesperson played by actress and comedian Stephanie Courtney. She has appeared in over 1,000 ads since 2008, including television, radio, print, and web banner advertisements.
Flo was created by copywriter John Park and art director Steve Reepmeyer at the Boston-based agency Arnold Worldwide. The character is an upbeat store employee with a passion for insurance, ice cream, and tacos. She has become an iconic advertising mascot, with a dedicated fan base on social media.
In October 2009, the Boston Herald referred to Flo as "the commercial break's new sweetheart," and Courtney was said to be "attaining TV ad icon status." Flo's popularity has led to her being referenced in Halloween costumes and having dedicated websites and social media groups.
Progressive has leveraged Flo's popularity to connect with its audience, particularly Millenials, by humanizing the brand. In 2014, Progressive introduced additional characters to the advertisements, including Flo's sidekick, Jamie, played by Jim Cashman. Despite rumours of Flo being "killed off," Progressive has reiterated that she is a key branding element and they have no intention of removing her from their marketing strategy.
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She is a beloved commercial icon
Flo from Progressive Insurance commercials is a beloved commercial icon. Portrayed by actress and comedian Stephanie Courtney, Flo is a fictional salesperson who has appeared in more than 1,000 advertisements for Progressive Insurance since 2008. In November 2014, Progressive aired its 100th advertisement featuring Flo and introduced other members of her family, including her mother, father, brother, sister, and grandfather. All of these characters were played by Courtney, who spent about 12 hours doing hair and makeup transitions for the recording.
Flo has developed a fan base on social networks and has become an iconic advertising mascot. She has been described as "the commercial break's new sweetheart" and Courtney as having "attained TV ad icon status". Flo's popularity has led to the creation of multiple websites and social media groups dedicated to or discussing her. She has also been the subject of a popular Halloween costume.
Flo's impact extends beyond just the Progressive Insurance commercials. She has inspired a new trend of female commercial pitch people and is credited with cementing her legacy alongside other iconic female pitch people such as Josephine and Madge the Manicurist. Flo was even added as a downloadable character in the video game ModNation Racers in 2010, complete with her own Progressive kart.
Despite rumours that Flo would be "killed off" or cease to be the company's spokesperson, Progressive has stated that they have no intention of removing her from their marketing strategy. She is a key branding element for the company and has helped turn Progressive into America's second-largest insurance company. Flo's longevity and impact on the company's success are testaments to her beloved status as a commercial icon.
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Progressive introduced an Australian counterpart, Kitty, in 2011
Flo from Progressive Insurance is a fictional salesperson played by actress and comedian Stephanie Courtney. She has appeared in over 1,000 advertisements since her debut in 2008. The character is known for her upbeat personality, white uniform, heavy makeup, and retro hairstyle.
In 2011, Progressive introduced an Australian counterpart to Flo named Kitty, played by Holly Austin. Kitty was featured in a series of commercials for Progressive Car Insurance in Australia. Like Flo, Kitty is a perky checkout girl in the Progressive Insurance "Superstore". The introduction of Kitty allowed Progressive to expand its brand and connect with a new audience in Australia.
The choice to create an Australian counterpart to Flo reflects Progressive's recognition of the unique cultural context and preferences of the Australian market. By introducing Kitty, Progressive was able to localize its advertising campaign and create a character that resonated with Australian viewers. This strategy of adapting their marketing approach for different markets demonstrates Progressive's understanding of the importance of cultural relevance in advertising.
In addition to Kitty, Progressive has also introduced other recurring characters to its advertisements over the years. In 2014, Jim Cashman joined the cast as Jamie, Flo's sidekick. Another Progressive employee, Mara, portrayed by Natalie Palamides, was added in 2020. These new characters brought fresh dynamics to the commercials and allowed Progressive to explore different storylines and themes.
Despite the introduction of new characters, Flo remains a beloved and iconic figure in Progressive's advertising campaigns. She has appeared in numerous commercials and has developed a strong fan base. Even when Flo is not physically present in the ads, her influence is still felt, as seen in the “Apron Projects” campaign, which references her signature apron. Flo's enduring popularity and connection with audiences have made her an integral part of Progressive's brand identity.
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There were rumours of Flo being killed off in 2016
Flo from Progressive Insurance is a fictional salesperson played by actress and comedian Stephanie Courtney. Since her debut in 2008, Flo has appeared in more than 1,000 advertisements for Progressive Insurance. She has become an iconic advertising mascot, with a fan base on social networks.
In 2016, rumours began circulating that Flo would be "killed off", or cease to be used as the company's spokesperson. This rumour was given weight by pundits from credible publications such as BusinessInsider.com. However, Progressive never intended to remove Flo from their marketing strategy. Instead, they aimed to connect with Millennials by humanizing their brand and showcasing the ordinary, hardworking, and honest people behind the company.
The "Apron Projects" campaign, which did not feature Flo, was part of this strategy. The campaign referenced Flo through its name and imagery, tying in with the signature apron that has been a part of Flo's look from the beginning. Progressive's goal was to show that their company shared values with Millennials, rather than solely focusing on their own employees or corporate efforts.
Despite the rumours, Flo continued her role as Progressive's spokesperson. Flo is a key branding element for the company, and her presence in their commercials has helped them rise to the top of the insurance industry. Progressive's decision to retain Flo makes sense, given her popularity and the strong chord she has struck with consumers.
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Frequently asked questions
No, Flo is a fictional character and therefore cannot be pregnant.
Flo is played by actress and comedian Stephanie Courtney.
Flo has appeared in more than 1,000 advertisements for Progressive Insurance since 2008.
Yes, Progressive has aired commercials that do not feature Flo. In 2016, Progressive introduced a new commercial titled "The Thread", which was part of a campaign aimed at connecting with Millennials.
