Progressive Insurance Turns up the Heat to Cool Down Distracted Driving

Progressive Insurance reminded drivers to keep their eyes on the road in a mobile OOH activation, 'Thirst Trap Coverage', in NYC and Miami.

Since 1937, Progressive has been a trusted leader in keeping drivers safe. So, when we came across these 'thirst trap' ads that were too hot for drivers to ignore, we knew what we had to do. Because there’s no better place to send a message against distracted driving than by the distraction itself.

The first work in a new collaboration with GUT Miami, the trucks will be parked in various neighbourhoods alongside the city’s spiciest billboards to remind drivers to keep their eyes on the road and stay distraction free.

The coverage of the activation will go live on Progressive’s TikTok and Instagram channels on Tuesday, April 8 at 9am ET. We’ll follow up with hi-res documentation later on today to further supplement your coverage.

"As the country’s No. 2 personal auto insurer, we know first-hand drivers are faced with a multitude of distractions while on the road. We’ve seen the 'thirst trap' warnings on social regarding these billboards and thought it only appropriate to chime in. Progressive wants consumers to know we care about their safety, by providing a light-hearted reminder to keep their eyes on the road despite any tempting distractions that may pop up.", Sade Balogun, senior business leader brand experience, Progressive