Progressive Insurance has become synonymous with innovative and memorable advertising, and while Flo has long been the face of the brand, a new character has captured the hearts and funny bones of viewers: Dr. Rick. But who is the mastermind behind this hilariously relatable “parentamorphosis” guru? Meet Mike Sullivan, the Associate Creative Director who joined Arnold Worldwide in 2015 and was tasked with injecting fresh, creative energy into Progressive’s homeowner’s insurance campaigns. While Flo, the ever-enthusiastic cashier, had been a successful icon since 2008, Progressive sought a novel approach. Sullivan (CGS’04, COM’06) and his team delivered Dr. Rick, a character that has resonated deeply with audiences and earned Sullivan recognition as one of AdWeek’s Creative 100.
Image: Mike Sullivan, the creative mind behind Progressive’s Doctor Rick commercials, recognized by AdWeek’s Creative 100 for his impactful advertising campaigns.
Decoding “Parentamorphosis”: The Birth of Dr. Rick
The Dr. Rick campaign, a brainchild of Sullivan and his colleagues at Arnold Worldwide, is rooted in the concept of “parentamorphosis.” Sullivan, now Senior Vice President and Group Creative Director at Arnold, explains, “It all started with what we call the ‘parentamorphosis’ campaign. We figured out a strategy around this grownup shift that happens when you buy a house, and how you turn into your parents.” This relatable insight – the subtle and often humorous ways we morph into our parents as we age and take on adult responsibilities – became the comedic goldmine for the campaign.
Initially, the “parentamorphosis” commercials adopted a documentary style. They featured real-life couples comically illustrating how they were unknowingly mirroring their parents’ habits after buying homes. One memorable ad showcased a man instinctively vacuuming invisible crumbs around his wife’s feet, a clear sign of his “motherly” transformation. “That whole idea felt really relatable,” Sullivan notes. “It felt like a common path people find themselves in.”
However, the team sought to evolve beyond the documentary format. This creative pivot led to the concept of a support group for individuals exhibiting “fatherly” tendencies. Enter Bill Glass, cast as Rick, the support group leader – not yet “Dr.” Rick. Sullivan recalls, “His improv, and the way he owned that character with that sort of faux guru vibe was amazing.” Glass’s portrayal, complete with a Mr. Rogers-esque sweater, struck a perfect balance. “There was so much comedy just beneath the surface, but the exterior was such a perfect blend of sincerity and also the tropes of that vanity doctor thing—there was a Dr. Phil element. He was really magnetic and extremely funny. He had something special.” This “special something” was the genesis of the beloved Dr. Rick we know today.
From Support Group Leader to “Parenta-life Coach”: The Rise of Dr. Rick
Unlike many commercials that viewers actively try to avoid, Progressive’s Dr. Rick and Flo have cultivated genuine fan followings. They’ve transcended mere advertising to become pop culture figures, inspiring merchandise, including a 119-page self-help book, Dr. Rick Will See You Now: A Guide to Un-Becoming Your Parents, a testament to the campaign’s cultural impact, which Sullivan and his team proudly created. Interestingly, a second Dr. Rick ad wasn’t initially in the plans.
After a series of successful documentary-style ads, the format began to feel restrictive. Simultaneously, Progressive expressed interest in developing a network of characters, similar to the established success of Flo. Sullivan recounts, “When the client said that, we all knew exactly who that next character should be,” and Dr. Rick was the immediate and unanimous choice.
The team then developed a new series of commercials, officially introducing Dr. Rick as a “parenta-life coach.” These spots feature Dr. Rick dispensing humorous advice to groups and individuals struggling with their parental transformations. He gently (and comedically) confronts their “parental” behaviors, from using paper boarding passes at the airport to speakerphone calls in public spaces, chatting with strangers in elevators, and an excessive fondness for throw pillows. These scenarios, grounded in everyday life, are what make Dr. Rick so relatable and funny.
Sullivan’s hands-on approach is evident in every Dr. Rick commercial. Having previously honed his skills at New York ad agencies like Kirshenbaum Bond Senecal + Partners and Saatchi & Saatchi, he emphasizes the importance of being present on set. He describes his collaborative process: “On each shoot I am ‘tied at the hip’ with the director, and he and his creative partner Gregg Nelson are constantly brainstorming, whispering ideas and lines.” The set becomes an “improv environment,” fostering a close working relationship with Bill Glass. “We’ve gotten very close with Bill Glass, so we’ll talk through things and we’ll work things out. Being on set is a big deal for me.”
Sullivan’s passion for creativity extends beyond advertising. He was involved in rock bands since middle school, even touring nationwide after his band, Sean Bones, secured a record deal shortly after his graduation from BU. Despite the allure of the rock star life, Sullivan found his creative fulfillment in advertising. “But when I came back to reality from all that, I was like, ‘I think I’ve had my fill.’”
Earning the Laugh: The Craft Behind the Comedy
Sullivan emphasizes the meticulous craftsmanship that goes into creating successful comedic ads like the Dr. Rick campaign. “So much about my time at Arnold has been about really understanding the craft and every detail of the process [of creating an ad],” Sullivan states. “It’s way more than just having a good idea—it’s also about crafting it and executing it perfectly.”
This dedication to craft and comedic timing has earned Sullivan and Gregg Nelson recognition on AdWeek’s Creative 100 list in 2022, celebrating their significant contributions to advertising and marketing.
“Comedy already is a hard enough universe—you have to earn laughs. We have to be really critical and be really hyper aware in measuring every detail of the execution, so that we’re truly earning a laugh and doing something that feels like an authentic take on the real world.” – Mike Sullivan
Beyond the 18 Dr. Rick commercials and counting, Sullivan’s portfolio for Progressive includes successful tie-ins with the NFL partnership. The “At Home with Baker Mayfield” campaign, featuring the quarterback treating the Cleveland Browns’ stadium as his personal residence, and the newer “Replay” series, which humorously depicts people using challenge flags in everyday arguments, showcase his versatility and comedic range.
Sullivan’s comedic approach is carefully tailored to each brand. For Monster.com, he developed a series of humorous commercials highlighting the evolving workplace values post-pandemic. By depicting outdated workplace norms, like commuting and fetching coffee for the boss, in a medieval setting, Sullivan effectively conveyed Monster.com’s role in helping people find jobs that align with modern values. “What if it’s a guy in chainmail commuting to work on a horse and carriage or what if this young worker is milking a goat to get milk for somebody’s fancy coffee?” Sullivan illustrates, highlighting the campaign’s quirky and memorable visuals. He recognizes Monster.com’s historical brand identity of being “irreverent, fun and rebellious” and strives to maintain that edge in his work. Relevance and cultural awareness are key components of Sullivan’s advertising philosophy.
For Sullivan, true success in advertising transcends awards. “To me, success in advertising isn’t just about winning at awards shows,” he reflects. “While those are great, it’s really about tapping into culture and earning the brand a way into the conversation. I think Dr. Rick was a Jeopardy! question not long ago—that’s an incredibly rewarding nod from culture.” Indeed, the cultural penetration of Dr. Rick, a character conceived by Mike Sullivan and his team, is a testament to the power of relatable humor and sharp creative execution in advertising. Dr. Rick’s enduring popularity confirms Sullivan’s genius in tapping into the zeitgeist and creating a character that not only promotes Progressive Insurance but also brings genuine laughter to viewers.
