Thanks To Progressive, Mayfield Feels Right At Home With 68,000 Seats, 270 Restrooms

By Barry Janoff

September 9, 2019: For a family of two, the place has way too many kitchens, restrooms and seating; and has plumbing, water, lighting an other bills that are through the roof.

But Progressive Insurance is making Cleveland Browns quarterback Baker Mayfield and his wife, Emily, feel right at home in FirstEnergy Stadium, the home venue for the Browns.

Mayfield has a spot in Nissan’s current college football Heisman House, which he shares with numerous Heisman Trophy winners in the brand’s multi-media campaign.

But he has a much larger house in a series of humorous spots for the insurance firm, “At Home With Baker Mayfield.”

The pair deal with issues facing most young married couples, but on a grander scale, including cooking and cleaning challenges, plumbing problems, electricity outages and mowing the lawn — that would be 16,000 square feet of playing field.

The stadium holds about 68,000, has more than 270 restrooms and 42 concession stands. The playing field alone has an underground heating system consisting of 40 miles of pipe.

Although based in Cleveland starring the local team’s starting quarterback, Progressive said the series of about 20 connected 30-second spots would be a “360-view campaign . . . it will be national."

Support includes digital, social media and fan activation in the stadium.

Lead agency is Arnold Worldwide, Boston, with Progressive Insurance’s in-house agency, ninety6,

Although not specifically indicated, the storyline is most likely to include a visit from the company’s well-known spokesperson, Flo, played by actress Stephanie Courtney since 2008.

Progressive Insurance — which is headquartered about about 20 miles northeast of Cleveland in, no joke, Mayfield, Ohio —  is a partner with the Browns and has signage in the stadium.

"I was drawn to Progressive because it's a high-energy, winning team. They thrive on accomplishing what's never been done before and what others say can't be done," Mayfield said via the company.

The Heisman Trophy-winning quarterback (2017), now in his second year with the Browns, began his college football career as a walk-on at Texas Tech, then repeated that as a walk-on at Oklahoma.

"My life story and process have been different from others, so I felt right at home with Progressive because their journey has been a little different, as well."

Mayfield joins other NFL quarterbacks starring in national campaigns for insurance firms, including Kansas City quarterback Patrick Mahomes, who appears in new creative for State Farm, alongside Green Bay Packers quarterback Aaron Rodgers.

Mayfield also has deals that include BodyArmor,  Bose, Hulu, Nike, Panini America and PSD Underwear.

“Emily and I both feel like it's okay to be unique, prove doubters wrong, and be proud of it,” said Mayfield. “We think it'll be fun for people to tune in throughout the season to see how the whole story unfolds."

The initial spots for ”At Home with Baker Mayfield" include “Baker Mayfield Mows His Lawn” and "Baker vs.The Circuit Breaker."

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