Motorcycle insurance company Progressive has launched a disruptive new brand campaign that introduces the mythical Motaur - a human/motorbike hybrid. Created in tandem with Arnold, the campaign builds on the core customer insight that motorcycle riders are one with their bikes. It’s mythical, mystical and taps into a universal truth that inspires and uplifts. As the number one motorcycle insurer in the U.S., Progressive wanted to celebrate the quiet confidence of an often misunderstood community of thrill-seekers.
Considered an anti-selling ad, these new spots are about using cinematography and a relatable character to capture the hearts and minds of consumers. It’s a trend that transcends their industry, designed to emotionally connect with consumers through a distinct personality or character, rather than hero a product or service.
Icaro Doria, CCO of Arnold, says: "Our creative team took a unique insight about motorcycle riders and created The Motaur. Motaur feels like the right campaign at the right time for this industry leader and I continue to be impressed by the work that the partnership between Progressive and Arnold creates."