When it comes to confidence, Latinos lead the way. Dieste’s latest spot for Progressive Insurance®, Lamps/Don’t Be Sure, Be Insured, taps into that familiar blend of over-the-top certainty that sometimes takes a wrong turn.
Directed by Martin Jalfen, the ad follows two Latina friends driving behind a truck loaded with teetering furniture. “It’s fine …right?” As lamps start to topple, their confidence is suddenly, well, misplaced.
In this campaign, Dieste brings a fresh, culturally rooted perspective to Progressive’s message of providing safety to consumers, with an approach that combines humor and relatability. Through Lamps/Don’t Be Sure, Be Insured, Dieste reinforces Progressive’s goal of security on the road for Hispanic audiences by meeting them on their own terms—showcasing everyday humor, communicating in Spanglish, and featuring a bit of puppetry to add an old-school touch.
Through this spot, Dieste wants to celebrate the Latino spirit while offering a reminder that even the most confident of us could use reliable protection. Dieste’s unique creative choices here reflect a true understanding of the audience, showing that the best way to feel “seguro” on the road is to have the right coverage.
CREDITS
Progressive: Remi Kent, Sade Balogun, Alison Beard, Meghan M Walsh, Matt Dillon & Amanda Fullerton
Agency: Dieste Inc.
CCO: Abe García
GCD: Valentina Sulbarán
CD: Darío Campos
Senior Copywriter: David Chapatin
Junior Copywriter: Marisol Acuña
Senior Art Director: Héctor Rivas
Art Director: Carlos García
Copy Editor: Gina Mayes
Head of Production: John Costello
Executive Director of Digital and Social Strategy: Roberto Hernández
Chief Strategy Officer: María Alejandra Urbina
Group Planning Director: Erin Clark
Account Director: Beatrice Sagaria-Rossi
Account Executive: Amarena De Gregorio
Production Company: Heaven, Inc.
Director: Martin Jalfen
DP: Charly Ritter
Editor: Andy McGee // Republic Editorial
Colorist: Paul Yacono // The Mill
VFX: Zoic Studios
Music: “Vuela Vuela” – Magneto
Sound Design: Deaf Mule
