Q. and A. With Stuart Elliott
Stuart Elliott, the advertising columnist, answers questions from readers each week. Questions can be sent to stuarte@nytimes.com.
Q. Who is the voice of the “Box†in the Progressive ad?
A. The talking policy box in the commercial for Progressive insurance is voiced by the actor and comedian Chris Parnell of “Saturday Night Live†fame, says Jeff Sibel, a spokesman at Progressive.
The 60-second spot begins with the box, labeled “Auto Insurance,†speaking as a tailor is fitting him for a tuxedo. “Hey, it’s me, Progressive insurance, from our 4,000 television commercials,†Mr. Parnell says, continuing to speak as the box relaxes in a sauna, exercises, gets a massage and frolics in a pool. The message promotes savings, discounts, the Progressive toll-free number and progressive.com.
The commercial is created by the Progressive agency of record, which is Arnold Worldwide, part of the Havas Creative division of Havas.
Q. This is in reference to your article about a new campaign from BMW that seeks to “clear the air†on the dismal reputation for diesel engines. Think of the cross-branding opportunities: They should convert a diesel Bimmer to run on used frying oil and partner with Burger King to sell a BKMW.
A. Thanks, dear reader, for the suggestion. The creative agency for BMW, Kirshenbaum Bond Senecal & Partners, was once the creative agency for Wendy’s, so perhaps an oily tie-in could be arranged to sell a BMWW.
