Is Sonic the Hedgehog really still relevant? There is alignment between the video game icon and Progressive. Progressive is using Sonic to promote its shopping comparison service as a fast way to find the best insurance company by price. However, when was the last time we've seen Sonic the Hedgehog in anything?
Sonic was introduced 20 years ago and became synonymous with Sega – the now third tier video game brand (at best). There have been a slew of Sonic games over the years, but none have been as successful as the brand was in 90's. The Progressive spot may bring back some nostalgic memories (much like Time Warner and the Roadrunner), but Sonic just seems like an odd inclusion for the insurance company. A better example of strategic alignment to communicate speed is Virgin Mobile and Usain Bolt (Read:Usain's Bolt Strikes Richard Branson's Virgin Mobile).
Regardless, it’s nice to see Sonic. He's just not the most relevant character. I'd expect more from Progressive.