{"id":355304,"date":"2025-11-07T12:36:03","date_gmt":"2025-11-07T17:36:03","guid":{"rendered":"https:\/\/www.reviews.com\/?p=355304"},"modified":"2025-11-12T13:39:38","modified_gmt":"2025-11-12T18:39:38","slug":"flo-dr-rick-and-allstate-man-ranking-the-best-insurance-commercials-of-2025","status":"publish","type":"post","link":"https:\/\/www.reviews.com\/insurance\/car\/flo-dr-rick-and-allstate-man-ranking-the-best-insurance-commercials-of-2025\/","title":{"rendered":"Flo, Dr. Rick and Allstate Man: Ranking the Best Insurance Commercials of 2025"},"content":{"rendered":"\n<p>The best insurance commercials are often the most memorable\u2014but in 2025 they\u2019re also more data-driven. CTV\/streaming has become a primary reach vehicle as streaming accounts for around 40% of U.S. TV usage, making connected TV essential for insurers seeking incremental reach and frequency control (<a href=\"https:\/\/www.nielsen.com\" target=\"_blank\" rel=\"noreferrer noopener\">Nielsen The Gauge 2025<\/a>). Insurers are shifting more video budgets to CTV and planning TV holistically (linear + CTV) with outcome-based KPIs like quote starts and bind rates (<a href=\"https:\/\/www.iab.com\" target=\"_blank\" rel=\"noreferrer noopener\">IAB 2025 Video Ad Spend<\/a>), while ad-supported streaming supply continues to expand (<a href=\"https:\/\/www.comscore.com\" target=\"_blank\" rel=\"noreferrer noopener\">Comscore State of Streaming 2025<\/a>). Creator-led content is scaling across YouTube\/CTV and social (<a href=\"https:\/\/www.groupm.com\/forecast\/this-year-next-year-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">GroupM 2025 Forecast<\/a>), with tighter compliance expectations\u2014especially in health insurance marketing (<a href=\"https:\/\/www.cms.gov\" target=\"_blank\" rel=\"noreferrer noopener\">CMS 2025 policies<\/a>). The biggest insurance advertisers sustain massive share-of-voice: Progressive and GEICO each reported over $2B in advertising expense in FY2024 (<a href=\"https:\/\/investors.progressive.com\/financials\/annual-reports\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">Progressive Annual Report<\/a>; <a href=\"https:\/\/www.berkshirehathaway.com\" target=\"_blank\" rel=\"noreferrer noopener\">Berkshire Hathaway 2024 AR<\/a>), while State Farm and Allstate remain top-five by measured media and national TV presence (<a href=\"https:\/\/www.vivvix.com\" target=\"_blank\" rel=\"noreferrer noopener\">Vivvix\/Kantar<\/a>; <a href=\"https:\/\/www.ispot.tv\" target=\"_blank\" rel=\"noreferrer noopener\">iSpot.tv Insights<\/a>). As spend concentrates in CTV, verification against invalid traffic and brand safety stays critical (<a href=\"https:\/\/doubleverify.com\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleVerify Global Insights 2025<\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Table of Contents<\/h2>\n\n\n<ul>\n<li><a href=\"#progressive\">Progressive&#8217;s Flo and Dr. Rick<\/a><\/li>\n<li><a href=\"#geico\">Geico&#8217;s Celebrity Cameos<\/a><\/li>\n<li><a href=\"#allstate\">Allstate&#8217;s Iconic Ads<\/a><\/li>\n<li><a href=\"#statefarm\">Jake from State Farm<\/a><\/li>\n<li><a href=\"#conclusion\">Conclusion<\/a><\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"progressive\">Progressive Works From Home&nbsp;<\/h3>\n\n\n\n<p>Progressive\u2019s early work-from-home setups with Flo mirrored real behavior change\u2014and hybrid work remains durable, with about 28% of U.S. paid full days worked from home in 2025 (<a href=\"https:\/\/wfhresearch.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">WFH Research<\/a>). The lasting strategic shift is broader: Progressive leans into CTV to capture incremental reach as streaming holds ~40% of TV usage (<a href=\"https:\/\/www.nielsen.com\" target=\"_blank\" rel=\"noreferrer noopener\">Nielsen<\/a>), plans linear + CTV holistically, and optimizes to outcomes like quote starts and bind rates rather than GRPs alone (<a href=\"https:\/\/www.iab.com\" target=\"_blank\" rel=\"noreferrer noopener\">IAB Video Ad Spend 2025<\/a>). Its character system\u2014Flo and the advice-forward Dr. Rick\u2014continues to deliver brand fluency; humorous \u201cfluent devices\u201d are linked with stronger long-term advertising effects and higher enjoyment\/recall when branding is intrinsic to the joke (<a href=\"https:\/\/system1group.com\" target=\"_blank\" rel=\"noreferrer noopener\">System1 Fluent Devices<\/a>; <a href=\"https:\/\/www.kantar.com\/campaigns\/creative-effectiveness-awards-2024\" target=\"_blank\" rel=\"noreferrer noopener\">Kantar 2024<\/a>; <a href=\"https:\/\/www.ipsos.com\/en\/laughing-matters-why-humour-in-advertising-works\" target=\"_blank\" rel=\"noreferrer noopener\">Ipsos Humor<\/a>). Progressive has publicly continued the Dr. Rick platform with new creative beats (<a href=\"https:\/\/progressive.com\/newsroom\/article\/dr-rick-returns\" target=\"_blank\" rel=\"noreferrer noopener\">Progressive Newsroom<\/a>) and, like peers, pairs video with privacy-safe data collaboration\/clean rooms and MMM\/geo experiments to tie CTV exposure to quotes and binds (<a href=\"https:\/\/www.iab.com\/insights\/internet-advertising-revenue-report-full-year-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">IAB Internet Ad Revenue 2024<\/a>). Post-pandemic telematics\/UBI adoption continues to rise across the industry\u2014roughly one-fifth of auto customers participate\u2014which supports value messaging around safe-driver discounts and flexible coverage (<a href=\"https:\/\/www.jdpower.com\/business\/press-releases\/2024-us-auto-insurance-study\" target=\"_blank\" rel=\"noreferrer noopener\">J.D. Power 2024<\/a>; <a href=\"https:\/\/risk.lexisnexis.com\" target=\"_blank\" rel=\"noreferrer noopener\">LexisNexis 2024<\/a>).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"geico\">Idina Menzel Moonlights for Geico&nbsp;<\/h3>\n\n\n\n<p>GEICO\u2019s Gecko remains one of the most recognized brand characters in U.S. advertising, and the brand selectively layers celebrity cameos to refresh the platform. Evidence shows celebrities can spike attention\u2014especially around live sports\u2014but only reliably drive long-term effect when the star reinforces the brand idea and distinctive assets (<a href=\"https:\/\/system1group.com\" target=\"_blank\" rel=\"noreferrer noopener\">System1 Super Bowl 2024<\/a>; <a href=\"https:\/\/www.warc.com\" target=\"_blank\" rel=\"noreferrer noopener\">WARC\/IPA<\/a>). Among celebrity types, athletes are the most effective partners with U.S. consumers\u2014fitting GEICO\u2019s heavy sports investment\u2014while generic fame alone is lower-trust (<a href=\"https:\/\/pro.morningconsult.com\/analysis\/athletes-top-celebrity-endorsement-ranking-2024\" target=\"_blank\" rel=\"noreferrer noopener\">Morning Consult 2024<\/a>; <a href=\"https:\/\/www.edelman.com\/trust\/2024-trust-barometer\" target=\"_blank\" rel=\"noreferrer noopener\">Edelman Trust 2024<\/a>). That\u2019s why GEICO\u2019s most resilient formula pairs cameos with the Gecko, clear savings\/product cues, and strong branding to avoid misattribution. Scale-wise, GEICO remains a top spender with advertising expense exceeding $2B in FY2024 (<a href=\"https:\/\/www.berkshirehathaway.com\" target=\"_blank\" rel=\"noreferrer noopener\">Berkshire Hathaway 2024 AR<\/a>), supporting year-round visibility across linear TV, CTV, and social video (<a href=\"https:\/\/www.ispot.tv\" target=\"_blank\" rel=\"noreferrer noopener\">iSpot.tv<\/a>; <a href=\"https:\/\/www.vivvix.com\" target=\"_blank\" rel=\"noreferrer noopener\">Vivvix\/Kantar<\/a>).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"allstate\">Allstate Man Grabs a Burger&nbsp;<\/h3>\n\n\n\n<p>Dennis Haysbert\u2019s authoritative voice and the revived Mayhem character give Allstate two distinctive brand assets that make the brand hard to miss\u2014an approach aligned with evidence that character-led humor boosts attention and long-term effects when brand linkage is strong (<a href=\"https:\/\/www.kantar.com\/campaigns\/creative-effectiveness-awards-2024\" target=\"_blank\" rel=\"noreferrer noopener\">Kantar 2024<\/a>; <a href=\"https:\/\/system1group.com\" target=\"_blank\" rel=\"noreferrer noopener\">System1 Fluent Devices<\/a>). Importantly, the oft-heard \u201c40% savings\u201d pertains to Allstate\u2019s Drivewise telematics program and should be framed accurately as potential savings up to 40%, varying by state and driving behavior\u2014and in some states delivered as cash back rather than a pure premium discount (<a href=\"https:\/\/www.allstate.com\" target=\"_blank\" rel=\"noreferrer noopener\">Allstate Drivewise<\/a>; <a href=\"https:\/\/www.nerdwallet.com\" target=\"_blank\" rel=\"noreferrer noopener\">NerdWallet<\/a>; <a href=\"https:\/\/www.bankrate.com\/insurance\/car\/allstate-drivewise\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bankrate<\/a>; <a href=\"https:\/\/www.forbes.com\" target=\"_blank\" rel=\"noreferrer noopener\">Forbes Advisor<\/a>). The FTC underscores that \u201cup to\u201d claims must be substantiated and not imply guaranteed results (<a href=\"https:\/\/www.ftc.gov\" target=\"_blank\" rel=\"noreferrer noopener\">FTC guidance<\/a>). Allstate\u2019s scale remains top-tier (regularly top-five by measured media), with renewed investment in distinctive assets like Mayhem to drive salience across TV and CTV (<a href=\"https:\/\/www.allstate.com\/newsroom\/news\/allstate-brings-back-mayhem\" target=\"_blank\" rel=\"noreferrer noopener\">Allstate Newsroom<\/a>; <a href=\"https:\/\/www.vivvix.com\" target=\"_blank\" rel=\"noreferrer noopener\">Vivvix\/Kantar<\/a>; <a href=\"https:\/\/www.ispot.tv\" target=\"_blank\" rel=\"noreferrer noopener\">iSpot.tv<\/a>). As CTV spend grows, Allstate and peers apply app-level transparency and inclusion lists to mitigate invalid traffic risks (<a href=\"https:\/\/doubleverify.com\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleVerify 2025<\/a>).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"statefarm\">Jake from State Farm\u2019s Late-Night Calls&nbsp;<\/h3>\n\n\n\n<p>Jake from State Farm has evolved into a high-salience brand persona amplified by sports and social video. In the Super Bowl, celebrity integrations work best when they serve the brand\u2019s core device: State Farm\u2019s 2024 \u201cLike a Good Neighba\u201d execution leveraged celebrity to reinforce the tagline and ranked at the top of public leaderboards (<a href=\"https:\/\/admeter.usatoday.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">USA TODAY Ad Meter<\/a>; <a href=\"https:\/\/system1group.com\" target=\"_blank\" rel=\"noreferrer noopener\">System1 Super Bowl 2024<\/a>). Athlete partners are particularly effective for insurance advertisers in sports contexts, aligning with research that athletes outperform other celebrity types on favorability and persuasion among sports viewers (<a href=\"https:\/\/pro.morningconsult.com\/analysis\/athletes-top-celebrity-endorsement-ranking-2024\" target=\"_blank\" rel=\"noreferrer noopener\">Morning Consult 2024<\/a>). State Farm is consistently a top-three spender by measured media in the U.S., using CTV alongside linear to manage deduplicated reach as streaming holds ~40% share and ad-supported tiers expand live sports inventory (<a href=\"https:\/\/www.vivvix.com\" target=\"_blank\" rel=\"noreferrer noopener\">Vivvix\/Kantar<\/a>; <a href=\"https:\/\/www.ispot.tv\" target=\"_blank\" rel=\"noreferrer noopener\">iSpot.tv<\/a>; <a href=\"https:\/\/www.comscore.com\" target=\"_blank\" rel=\"noreferrer noopener\">Comscore 2025<\/a>). The brand\u2019s TV strategy reflects category shifts toward outcome-based buying, cross-platform measurement, and privacy-safe clean-room collaboration (<a href=\"https:\/\/www.iab.com\" target=\"_blank\" rel=\"noreferrer noopener\">IAB Video Ad Spend 2025<\/a>; <a href=\"https:\/\/www.iab.com\/insights\/internet-advertising-revenue-report-full-year-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">IAB Internet Ad Revenue 2024<\/a>).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"conclusion\">The Bottom Line<\/h3>\n\n\n\n<p>Insurance commercials succeed when they blend distinctive characters, accountable media, and contemporary consumer contexts. In 2025: CTV\/streaming keeps gaining share and is planned holistically with outcomes like quotes and binds (<a href=\"https:\/\/www.iab.com\" target=\"_blank\" rel=\"noreferrer noopener\">IAB<\/a>; <a href=\"https:\/\/www.comscore.com\" target=\"_blank\" rel=\"noreferrer noopener\">Comscore<\/a>), creator-led content continues to scale with governance (<a href=\"https:\/\/www.groupm.com\/forecast\/this-year-next-year-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">GroupM<\/a>; <a href=\"https:\/\/www.cms.gov\" target=\"_blank\" rel=\"noreferrer noopener\">CMS 2025<\/a>), and humor anchored in strong brand assets remains one of the most reliable levers for attention and memorability (<a href=\"https:\/\/system1group.com\" target=\"_blank\" rel=\"noreferrer noopener\">System1 Funny Is Money<\/a>; <a href=\"https:\/\/www.kantar.com\/campaigns\/creative-effectiveness-awards-2024\" target=\"_blank\" rel=\"noreferrer noopener\">Kantar<\/a>). The largest insurers back these strategies with top-tier budgets\u2014Progressive and GEICO at $2B+ ad expense in FY2024, State Farm and Allstate among the top spenders by measured media\u2014while reinforcing verification and supply-path quality in CTV (<a href=\"https:\/\/investors.progressive.com\/financials\/annual-reports\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">Progressive<\/a>; <a href=\"https:\/\/www.berkshirehathaway.com\" target=\"_blank\" rel=\"noreferrer noopener\">Berkshire Hathaway<\/a>; <a href=\"https:\/\/www.vivvix.com\" target=\"_blank\" rel=\"noreferrer noopener\">Vivvix\/Kantar<\/a>; <a href=\"https:\/\/doubleverify.com\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleVerify<\/a>). For more insights, check out <a href=\"https:\/\/www.reviews.com\/insurance\/homeowners\/best\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Best Homeowners Insurance<\/a> and discover the differences in <a href=\"https:\/\/www.reviews.com\/insurance\/homeowners\/geico-review\/\" target=\"_blank\" rel=\"noreferrer noopener\">Geico vs. State Farm<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The best insurance commercials are often the most memorable\u2014but in 2025 they\u2019re also more data-driven. CTV\/streaming has become a primary reach vehicle as streaming accounts for around 40% of U.S. TV usage, making connected TV essential for insurers seeking incremental reach and frequency control (Nielsen The Gauge 2025). Insurers are shifting more video budgets to [&hellip;]<\/p>\n","protected":false},"author":345,"featured_media":355305,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1266,1314,1263],"tags":[22854,22855,22856,15317,22258],"post_author":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Flo, Dr. Rick and Allstate Man: Ranking the Best Insurance Commercials of 2025 - Reviews.com<\/title>\n<meta name=\"description\" content=\"The best insurance commercials of 2025 include Flo from Progressive, Jake from State Farm, the Allstate Man, and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.reviews.com\/insurance\/car\/flo-dr-rick-and-allstate-man-ranking-the-best-insurance-commercials-of-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Flo, Dr. Rick and Allstate Man: Ranking the Best Insurance Commercials of 2025 - 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