If they had their way, many bikers would be permanently fused to their machines, so devoted are they to hitting the open road, feeling the wind in their faces and living on the edge.
Born to be wild? Sure.
Motaur is no exception. In fact, the new character in the Progressive Insurance stable of spokespeople will never walk away from his sweet ride. Because he has no legs. He’s half-man, half-motorcycle—the steel, clutch and rubber version of the mythological Centaur.
The special-effects creation is “a powerful interpretation of the relationship motorcyclists have with their bikes, which often becomes an extension of their identity,” says Progressive CMO Jeff Charney.
He sees the campaign, breaking today, as “disruptive in all the right ways—in its quietness, its stark cinematography, its subtle and unexpected humor and its universally relatable truth,” he says.
In three spots airing on national cable TV, from agency Arnold Worldwide, Motaur stars as an adventurer long on conviction and short on words. (But when he speaks, everyone listens). In the dusty roadside scenarios, the people he meets are understandably confused by his appearance.