The brief
From Soda Springs, Idaho, to Smiley, Texas, and even Dinosaur, Colorado, your RV adventures can take you to some of our country’s most unexpected places—something that inspired our latest RV print campaign.
We used real U.S. town names (go ahead and look them up) to tell short stories about our customers and their on-road travels. With ups, downs, and a little bit of help from Progressive, these journeys show how sometimes our uh-oh moments can turn into the stories we can’t stop telling. Stories with happy endings, of course, because they’re covered by Progressive!
Travel trailer RV ad
My RV turned into Mousetown, Maryland, when I left the Doorway, Kentucky, open, causing a Hoop and Holler, Texas. Good thing we’re protected by Progressive, a leader in RV insurance with over 1 million RVs insured.
Location and style
Because each location is a real U.S. town, we tried to stay true to that region’s geography, and plant and animal life. Our notes for Travel Trailer were rolling hills for Mousetown, Maryland, bluegrass fields for Doorway, Kentucky, and rolling terrain with pines and oaks for Hoop and Holler, Texas. We also wanted the postcards to each take on a different stylistic tone and printing method. For example, the postcard for Mousetown visually references historic national park posters with eye-catching use of color and a painterly illustration style with hints of brushstroke texture.
Fifth-wheel RV ad
Our trailer went from Happy Camp, California, to Good Grief, Idaho, when some Nimrod, Minnesota, rear-ended us. Good thing we’re protected by Progressive, a leader in RV insurance with over 1 million RVs insured.
Location and style
Our location-specific notes for Fifth Wheel were steep slopes, fir trees, and redwood trees for Happy Camp, California, rivers and forests for Good Grief, Idaho, and prairie and lakes for Nimrod, Minnesota. We also wanted the postcards to each take on a different stylistic tone and printing method. For example, the postcard for Good Grief, we created a scene that looks like a textured lithograph with purposeful offsetting of colors to achieve that direction.
Class C RV ad
Our RV’s roof wasn’t Waterproof, Louisiana. Landing us in Leakesville, Mississippi. It was really Gross, Nebraska. Good thing we have Roof Protection Plus® from Progressive, a leader in RV insurance protecting over 1 million RVs.
Location and style
To represent this set of locations, our notes were swampland with cypress trees for Waterproof, Louisiana, rivers and magnolia trees for Leakesville, Mississippi, and corn fields for Gross, Nebraska. We wanted the color scheme for Gross, Nebraska, to be unappealing with waterlogged letterforms. Inside the letters “GROSS” are items you might find in your RV, such as grill tools, a flashlight, and boots. The apron is grill equipment but is also a nod to our Progressive apron.
