An opening iris shot unveils a black-and-white '50s-style kitchen, and Progressive's Flo is beaming as she sits at the table. A narrator offers the audience the answer to a happy home in modern times: a housewife in control of her finances. Flo, taken aback by the narrator's antiquated gender politics, corrects him by saying the the Progressive Name Your Price Tool can be used by any human, man or woman, to take control of the budget. After the announcer continues to make sexist comments, Flo abruptly interrupts him and takes control of the commercial. The narrator is confused and asks Flo where her husband is.