In advertising, the number one rule is that you never enforce your message with a negative premise. Moreover, the entire concept of the Progressive Sign Spinner commercial is depressing. It starts out with a young 20-something man having coffee with a fellow-sign spinner. He looks across the table and says, ‘Mondays… Right?’ while the other guy has no clue what he means.

Moreover, I have no clue either. What was the advertising creative director thinking?

Let’s break this commercial down.

1. The lighting is dim and the sky overcast.
2. The actors looked like they just got out of bed.
3. Having a job as a ‘human billboard’ is depressing enough by itself.

My question to the Progressive Insurance executives; ‘Is this the way you want potential customers to remember your products and your brand?