Flo

Flo is your local Progressive agent and this is her family.

This commercial, I think, is the epitome of Progressive advertising because it reaches the consumer on so many different levels.
Throughout the whole commercial, they successful employ wit and humor and the aspect of plain folks in order to relate to viewers.
They start out with sunny little Flo and her family, mind you, Flo plays all the parts of her creative relatives. This creates the sense of humor because Progressive makes it way too obvious that they are in no way trying to make it seem realistic, they are bluntly making this commercial for entertainment. It makes the viewer want to keep watching because it's something original and the advertising isn't as direct.

The commercial makes use of the advertising technique of plain folks with the mix of a reality assumption in order to relate to the stereotypical American family in all its complexity. Progressive assumes that most American families would be able to relate to this commercial because they show the overly involved mom, the fashion blogger sister, the annoying brother, the jokester dad, and anger stricken grandpa. They take these assumptions to the extreme in order to make the commercial funnier and more appealing, but still make use of that stereotype.

This is one of the longer Progressive commercials, being a solid two minutes where most are thirty seconds or less. Throughout the span of this time, not once do they mention the company or their products. They make no reference to any tangible thing they are selling you, rather they attempt to sell you the high concept of family and understanding. They want to make it seem like they understand you and all you constantly deal with in regards to family.
They use reification to the extreme by simply having Flo star the whole commercial. She has become the face of progressive as a bird has been for Twitter or an apple for Apple. They don't outright tell you it's progressive, rather they expect you to associate Flo with all things Progressive.

The Progressive slogan is "Local Agent." Their main pro is the fact that they offer something relatable and someone just like you. This commercial exemplifies the meaning of "local" in a way that make you feel that Progressive truly is someone who understands you.