Progressive Corp., an automobile insurance company based in Cleveland, is planning an integrated campaign designed by Arnell Group Brand Consulting in New York City featuring E.T., the lovable little alien from the 1982 hit film.
According to a New York Times report, the campaign, which will have an Internet component, will focus more on safe driving than insurance policies. Spending was not disclosed.
The campaign will include a 60-second commercial to appear before the halftime show of Super Bowl XXXIII as well as materials for driver’s education courses and an “E.T. Safety Club” for children.
“It’s natural to use E.T. as a teacher, a champion, for driving-safety issues,” Bob McMillan, marketing director at Progressive, told the Times. “E.T. is, after all, a progressive being. . .”
The campaign begins Jan. 9 with teaser television spots in National Football League playoff games.
Filmmaker Steven Spielberg, who directed “E.T., the Extra-Terrestrial,” said in a statement: “E.T. holds a special place in so many hearts. I’m extremely pleased that the values symbolized by E.T. will be used to aid and address the issue of safe driving.”