• by Tanya Gazdik , June 8, 2021

This Father's Day, Progressive Insurance is giving consumers the chance to win a personalized video for the dads and father figures in their lives -- from Parenta-Life Coach, Dr. Rick, who helps new homeowners recognize real-time signs of Parentamorphosis through some tough love, on-the-spot “correction.”

Since his introduction and induction to Progressive's “network” cast, Dr. Rick has been entertaining the masses with his highly relatable and "funny-because-it's-true" advice, says Progressive Chief Marketing Officer Jeff Charney.

“His charm and cross-generational appeal are just incredible, with social media engagement and likeability for the character hitting all ages and demographics,” Charney tells Marketing Daily.

This partnership with Cameo, the video sharing website that connects fans directly with tens of thousands of pop culture personalities, will mark the first branded fictional character on the Cameo platform.

"We're constantly bombarded with requests to extend Dr. Rick beyond TV—people just want to see more of him,” Charney says. “Exercising our right content, right context, and just-in-time marketing approach, we saw the Father's Day holiday as the perfect opportunity to showcase the campaign's relevance and extendibility by bringing Dr. Rick to life in a new way.

To enter the contest, consumers can follow @Progressive on Twitter and share their most “dad”-like behavior using #DrRickCameoContest between June 7-11. Thirty fans will receive personalized Cameo videos, to be delivered just before the holiday.