Progressive: Motaur by Arnold

Progressive is launching a new brand campaign that’s disruptive in all the right ways. Created in tandem with Arnold, the campaign builds on the core customer insight that motorcycle riders are one with their bikes. It’s mythical and mystical - featuring a creature called a Motaur, which is half man half motorcycle.

As a top motorcycle insurer in the US, 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, with other recent campaigns we’ve seen that are designed to emotionally connect with consumers through a distinct personality or character, rather than hero a product or service.