Progressive insurance company's new motorcycle mascot, Motaur

Progressive’s ‘Motaur’ ads are too clever by half

Racial tensions are rising as American cities burn. Meanwhile, fear of an over-hyped virus ravages the globe. This breaking news is brought to you by Progressive Insurance and Motaur, the undocumented dark horse of the Apocalypse that’s a sure sign the end is near.

First aired in May 2019, Motaur’s debut ad opens at a dusty gas station. Here we see a twenty-something kid filling up his truck (dirt bikes in the back) as Motaur — a half-man, half-motorcycle monstrosity — stands around awkwardly.

The kid asks Motaur: “Excuse me . . . ah . . . do you mind . . . being a Motaur?”

Motaur (played by Terrence Terrell, who is a dead ringer for LeBron James) replies slowly, “What could be better than being a Motaur?

The kid blinks twice, dimly.

Then Motaur asks: “The real question is . . . do you mind not being a Motaur?”

The camera pans slowly to the kid’s friend in the pickup.

“I do,” says the friend, motionless, as he stares straight ahead.

The voice-over: “For those who were born to ride, there’s Progressive.”

There you have it, folks. “Real” bike lovers are freakish monsters, and Progressive exists!

I guess that’s one way to not sell motorcycle insurance.

Below: Progressive’s first Motaur ad, titled “Motaur: Do You Mind.”

Below: YouTube viewer comments on the “Motaur: Do You Mind” ad. Spoiler alert: They don’t get it, either.

a screencap of comments about Progressive's Motaur tv commercial on YouTube

Fast forward a year and Progressive’s latest Motaur ad isn’t much better.

In this spot, Motaur sits atop a desert mesa beside a guy on a bike (the now-obligatory white beta male). In the distance, a herd of generic-looking dirt-bike motaurs buzz about like angry hornets.

Beta Male starts to speak but Motaur cuts him off.

Suddenly, Motaur rears up like a wild mustang — or a majestic steel-and-chrome erection — as the voice-over repeats its familiar line: “For those who were born to ride, there’s Progressive.”

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Below: Progressive’s latest Motaur ad doubles down on the CGI effects.

What the Progressive Motaur ads get right

Don’t worry, this will be quick.

The first positive thing I can say is the Progressive name appears on screen for almost half of the ads’ 30-second runtime.

That’s good. Because if these commercials didn’t show the Progressive name, very few people would have the slightest idea what company or product was being advertised.

The second positive thing is that some folks in Progressive’s target audience may actually appreciate this absurd incarnation of a half-man, half-motorcycle mascot. There’s no accounting for strange tastes.




What the Progressive Motaur ads get wrong

It’s the execution that misses the mark.

I think the folks at agency Arnold Worldwide started with a decent enough idea: that people who love motorcycles are passionate about the ride. Some motorcycle enthusiasts are practically inseparable from their bikes. To these road warriors, riding is more than a hobby — it’s essential to who they are.

So why do these ads make bike lovers look so goofy?

By itself, the idea of a half-man, half-motorcycle mascot isn’t so bad. But the CGI mashup here is laughable.

Is this how bike lovers see themselves? Or how they want others to see them? As freaks on wheels?

Yes, I know, these ads aren’t meant to be serious. Motaur is tongue in cheek. But too much advertising today is tongue in cheek, and I’m not sure that’s the best way to connect with this audience.

Where’s the reason to buy?

Nowhere in these ads does Progressive give consumers a reason to choose its motorcycle insurance over any other.

That’s pretty crazy.

And how hard would it have been? In the press release that announced the launch of the Motaur campaign, Progressive claims to be “the number-one motorcycle insurer in the U.S.”

Doesn’t that sound like something prospective buyers might like to know?

What Progressive should have done instead

Let’s start with the idea that passionate riders are inseparable from their motorcycles.

These people love to ride.

And how could they not?

Imagine roaring down a desert highway, wind whipping your hair as an orange sun hangs over the mountains and a half-ton of heavy-metal thunder rumbles between your thighs.

How incredible that must feel!

If I were making an ad for motorcycle insurance, I would want to capture that feeling and hold it up for all to see.

I’m not talking about the usual clichéd scenes. I’m talking about an audio-visual spectacle that glorifies, glamorizes, and romanticizes every turn of the throttle with dramatic camera angles and movie-quality production values.

I would make bike lovers the heroes of these ads — each spot a 30-second celebration of their community as they live and love and laugh on the road.

If you ride, you would love these ads. If you don’t ride, these ads would make you want to.

You would see women in my ads, too, and not just for eye candy. Ladies love bikes as well.

Wouldn’t that resonate more with the target audience than a silly CGI contrivance like Motaur?

Or, Flo could start a Progressive motorcycle club

Imagine seeing Flo and the gang rumble down the road in leather jackets branded with the Progressive logo. Who could resist the sight of Jamie pulling up on a big custom chopper, his mirror sunglasses twinkling in the sun?

Hey, Progressive, I’m here if you want more ideas.

Progressive’s ‘Motaur’: The Cranky Ad Review verdict

Progressive’s Motaur commercials are a shining example of what happens when advertisers prioritize creativity and visual gags over the actual job of selling.

The kernel of the Motaur idea — that motorcycle lovers are inseparable from their bikes — is a good one. But the creative execution is too clever by half. Like so many ads today, these spots make the advertiser look unserious and the target audience look silly.

See also: Little Caesars. Liberty Mutual. Diet Dr. Pepper. The list goes on and on.

Across the ad industry, there is a fundamental disconnect between what consumers want and need to hear and what creative agencies want, or are expected, to produce.

It reminds me of something a freelance copywriter said to me long ago when I was an underappreciated in-house writer toiling in his shadow. To paraphrase:

“Your job is harder than mine. As the in-house guy, you have to be solid and sensible. You have to uphold the brand and sell the product. But your bosses don’t want that from me at all. As a freelance copywriter, people expect me to dazzle and ‘whoo!’ them with creative ideas. They’re paying me to be different and ‘out there.’”

That’s precisely the problem with the ad industry today.

The Motaur ads are ridiculous, yes, but we’ll see many more commercials like this for as long as brands and agencies focus on creative contrivances over connecting authentically with their audiences and communicating reasons to buy.

Cranky ad rating: One creepy motorcycle mascot out of five.

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What do you think of the Progressive Motaur commercials? Share your comments below.

75 comments

  1. The subliminal message of the ad, (which initially either offends or amuses, does not matter which to advertisers as long as it gets your attention) is that motorcycling is dangerous and potentially body-altering and that you need insurance.

    1. That’s . . . an interesting take, Lisa.

      And it reminds me that one day soon, I would like to write a blog post about subliminal messages in advertising.

      Thanks for writing.

  2. I’d like to see another insurance company take on these clowns: show Limu Emu on a rotisserie getting BBQ’d by the Geico Gecko, Flo spraying the BBQ when the flames shoot out, accidentally spraying Geico Gekko in the process. Geico Gekko starts melting like the witch on the Wizard Of Oz. Motaur gets angry at Flo, flames shoot out of the motorcycle and Flo pops, turning out to be the Bud Bundy Rubber Woman on Married With Children. Doofus Doogie pulls up in the Liberty Mutual Married With Children Al Bundy recycled Dodge, horrified to see his beloved butt buddy burnt crisp on the BBQ. END IT with Jake From State Farm getting a “special” Emu and Gekko Pizza with everything heaped on top, with the girly beta male delivery boi Bud Bundy look alike saying “YOU’RE DA MAN!” Finally, show Jake puking after biting into the pizza, with the Dominos Noid and Mohair laughing at them.

      1. Just so you know Rob, my name is not Steve. My handle comes from my DJ name mystere, taken from a photo on the album Freeze Frame. There is an eye projecting images onto a screen. On the screen, there was a play on words: Mr. E. At least one of my names begins with E. And at the time, Mr. T was becoming famous. SO… Mystere it was! A play on the word MYSTERY. Years later, when the FOX TV sites came around with the MyFox sites, I was known as Mystere. When they divided up the sites to individual markets, one of the markets took to Twitter. When I got on, Mystere was already taken, so myfoxmystere was created. I was also working in the media, so my Twitter account became quite useful. It also identified me when some bloggers from the old MyFox sites started the WordPress site Cleveland Foxers. I am a California connection to the site. Mystere was already taken at WordPress, so myfoxmystere was the next choice. It is my trademark. By the way, I have seen my blog enemies getting blog tortured by references to Limu Emu and Doug, the Geico Gecko and Robbert Larsen. The guy who tortures them stopped by my blog site to laugh at my enemies. He posted a link on one friend’s site to the irritating Liberty Mutual Jingle when replying to a 74 year old dingbat who looks like the Doofus Doug right down to the yellow shirt.

    2. Nothing compared to the male Progressive Jamie who lies to and intimidates a young female into driving with him to get a tasty discount on car insurance. Just what we want from our insurance company incomplete and misleading information on best rates with a man taking advantage of a young woman… and no not redeeming that she eventually boots him from the car.

    1. Congratulations, Norma. You are a woman of discerning tastes!

      So glad you found us. Stop back again soon!

    1. I don’t know, Anonymous. What about this ad seems racist to you?



      Is this the ad you’re talking about?

      I’ll grant you it’s obnoxious, and not quite funny enough to make up for Flo’s ear-gouging jibber-jabber. But racist? I’m not seeing it.

      1. Agree on the laundry commercial. Sexist, maybe. (I mean, the take-off-glasses-to become pretty trope should have died decades ago.) But racist? On what grounds? That a cute young Black man is attracted to a cute young White woman (except for her specs, of course)? Nah.

  5. Dumbest commercial EVER on whatever level one observes. Yet, here we are talking about it. Mission accomplished, I guess.

    1. Gloria: As I have said many times on this blog, advertising is not merely about getting attention. Getting attention does a brand NO GOOD if the only thing people feel afterward is irritated and annoyed.

      Contrary to myths, there *is* such a thing as bad publicity.

      Thanks for writing.

  6. Anybody else wonder if there’d be a lot of blowback if the motaur was white, speaking to a black guy like he does?
    Gotta ask.
    Tis the political season, eh?
    I find the arrogance repugnant, in any case.
    OJO
    V-V

    1. Fair question, SweetDoug. Today’s advertising world (and the world in general) is hyper politically correct.

    2. Like when the ‘motaur’ is on the gym equipment and the white guy is waiting his turn and the motaur…who has gone over his time dismisses him? The white actor slinks off instead of confronting him. Hate all these stupid motaur commercials but this one is especially insulting.

      2. Yeah, Marion, I think Anonymous is right. It’s not a white guy in the gym commercials. Or maybe it was at some point? Like State Farm changed Jake.

  7. Writer says Motaur actor is a dead ringer for LeBron James…no more than Flo is a dead ringer for Lucille Ball.

  8. The motaur in the gym being rude and killing everyone with carbon monoxide poisoning is my favorite..

    2. The gym ad is the worst. Rude, arrogant and elitist. I ride and hate to think others may associate me with this. I dislike this ad so much that I turn off the sound on my TV until it is done. Wish it was not aired at all.

      1. I hear you, Gary. There are few bigger mistakes an advertiser can make than making its target audience look like assholes.

        Thanks for lending your voice to the conversation!

  9. There is a general deterioration in commercials, especially when they focus on people. The current trend is to make the individual and the situation absurd. This is following the same trend. Look around and you will see people being presented as idiots. It is quite annoying indeed.

    Cemal

    1. Hi, Cemal. That is a big trend in television commercials — having people look like idiots. I understand that they are trying to be funny, but when every single ad is doing it, not one of them stands out. They all just blur together.

      I’d like to see advertisers take a more aspirational approach. When I write advertisements, I always do my best to make my audience feel smart.

      Thanks for writing.

    2. I am a biker and hate helmet laws but for a insurance commercial it’s not a good example plus the terrible attitude about gym rules along with his attitude towards a fellow rider speaking on the hill overlooking the running wild herd of bikes wants me to shove him off the cliff.

      1. Right you are, Jason. There’s no sugarcoating it — Motaur is a dick.

        How is this good advertising again?

        Maybe I’m wrong, but I think advertisers have a responsibility to uphold certain standards. The more these TV commercials normalize bizarre and aberrant behavior, the more bizarre and aberrant our society becomes.

    3. Agree, Progressive ads used to be both entertaining and informative but now they are just annoying. I wouldn’t buy anything from Progressive today. Their ad agency should be fired as well as the executives who approve these ads.

      1. “Entertaining and informative.” What a great idea! If only half of today’s advertisers kept these two concepts in mind, watching TV would be a much more enjoyable experience.

  10. Are there any riders anywhere who are not repelled by the motaur “concept,–”
    because it’s totally unbalanced, un-steerable, and un-ridable?

    At a glance, these ads kill my curiosity.

    1. If I had to guess, Anonymous, I’d say the ratio of actual riders who said they dislike these ads is about 3:1. Most find the Motaur off-putting and the concept just doesn’t connect with the audience.

    2. Actually, I was initially repelled by it because I saw him as a horribly damaged person with an unimaginable amputation, probably the result of a motorcycle accident. I still can’t look at the character without imagining mayhem. Envy him? Huh?
      I rode a motorcycle in the last century (oh, all right, a boyfriend’s Honda 350; you can stop laughing now) but fail to see the connection between this poor mangled person and insurance. My guess: somebody on the creative team figured out a way to stuff half a body into a fake front fairing, and convinced the client it was a commercial. Great example of “just because you can do something doesn’t mean you should.”

  11. Motaur was a great joke, and I think a stroke of genius. Now it is trending into black-white relations. Don’t get mad. The latest commercial features motaur being told to quit using gym equipment by another black man. The times dictated both that the complainant be black to avoid the “look” of a white telling a black man to move as well as the motaur copping attitude when being told to move. The point is what started as a joke commercial is being dragged along with current events. Is the motaur the metaphor of the ultimate cool rider? I would say so, although I wonder what he does about going to the bathroom.

    1. Scott, I had a similar feeling the first time I saw the “Herd” commercial in which Motaur shushes the white beta male. You would never see a white Motaur shushing a black man. Hell, you hardly see white guys in commercials anymore anyway unless they’re bumbling fools.

      Something else I’ve wondered: Why is Motaur black when the overwhelming majority of motorcyclists are white? Am I wrong? Are there huge enclaves of black bikers out there that I don’t know about?

      Seems like pandering to me.

      1. Avoiding race issues. I talk with the Amputee Coalition about the Motaur man. They agree with me that the look of him appear to be an amputee. They are going to talk with lawyers and see if they can pull the add. Like I wrote earlier, I loved to ride but now in a wheelchair. This commercial hurts many of us. We don’t find it funny.

        2. “They are going to talk with lawyers and see if they can pull the add.’

          What possible grounds does anyone think the ‘Amputee Coalition’ – whoever the *freak* they are – may have to file suit?

          What possible standing does anyone think they may have to file suit?

          Smells to me like a money grab…….and altho I’m by no means a fan of Progressive Insurance (the name tells you all you need to know about this company’s politics – founded by Peter Lewis, well-known multi-million $ Democratic supporter, bundler and fund-raiser), this suit has NOTHING to do with righting a wrong, and EVERYTHING to do with pub and $ flow (and Progressive may be happy to play along – Peter can send more money to his pet causes).

          1. I was thinking the same thing. Umberidge…coalition….lawyers….class action. Then what….that Monty Python scene removed for all time….or the scene in The Good, Bad, Ugly where Lee VanCleef tosses the coin to the ahh..”ex” soldier?
            I believe Bill Cosby purchased rights to all Little Rascals films to prevent showing as they made him uncomfortable and he thought them to be derogatory, prejudicial etc etc.
            Where does it end?
            It is not my wish to demean the challenges faced by those with disabilities, and I am sorry that you will face things in the world that remind you of your unfortunate circumstances. However, I dont think you have, or should have, a litiigeous occasion with Motour.

        3. Jim, I find the Motaur commercials equally offensive for the exact same reason as well. Extremely disrespectful.

      2. There are plenty of Black Motorcyclists. There are plenty of black motorcycle conventions, groups and organizations. How is it pandering when you reach an audience that rides motorcycles that you want to sell your insurance to? Also the other guy is not black. He looks to be Jewish. Jewish people have fro’s and kinky hair too.

        1. Good to know, Anonymous. My question was born of genuine curiosity — where I live, it’s almost all big, older white dudes (often with bald heads, beards, and lots of tattoos) who ride the Harley-type bikes, and 20-something kids (a little more racial diversity there) who ride crotch rockets.

          Hey, it’s Wisconsin. 😉

          Curiously, an answer to my question seems hard to come by. The Bureau of Transportation Statistics and other sites with demographic breakdowns of motorcycle riders happily provide information about age, gender, education, marital status, household income, employment status . . . but not race.

          If you have any stats, please feel free to share!

          Thanks for your comment.

    2. I have many questions:
      How do they reproduce? Can a Honda mate with a Harley, etc? Can they drink gas or put food and water in the gas tank? Can they eat bike parts? Do they require both food and gas? If they are injured do they go to a motorcycle shop or a hospital?

  12. The Motaur ads are a close second to the Liberty Mutual ads featuring an Emu. I still don’t get those.

    1. I didn’t know where to post this but replying who’s worse commercial there is a new contender. State Farm has now jumped in stupid ads. Free pizza and a gallon of B.S. why? Not to mention “you’re the man” and his sleazy response. Why are these companies hiring these idiots?

      1. State Farm, you say? I don’t think I’ve seen the ads you mentioned. YouTube, here I come! And maybe a review to follow? Stay tuned . . .

    2. Motaur ads are pure genius. Creative, a raw display showing beauty of bike & rider……Absolutely awesome…..this is a superb example of a huge imagination………carry on, you are remarkable in your very own spectrum. Refreshing to see an effective masterful presentation with minimal words. Excellent!!!!!

    1. But of course, Sketchbook! I mean, who cares about the target audience, right? It’s all about our creations being funny, awesome and cool!!11!

    2. I use to love to ride, but now I’m in a wheelchair. The ad is not looked at being in good taste. In fact it is hated by people that can’t ride anymore. His legs look like an amputee. Thanks Progressive.

      1. Oh, geez, Jim. I never thought of that, but you’re right. Here is yet another ad based on a silly gag that’s inadvertently insensitive to a segment of the TV-watching audience.

        Ouch.

        Legendary ad critic Bob Garfield discusses more embarrassing examples of this in this book, And Now a Few Words from Me, which is the subject of my next blog post due this week. Stay tuned!

    3. That be can interpreted as a show of respect from Motaur to the earthling. The dozens of bikers enjoying their ride observed by a fellow biker and his ordinary friend. Motaur is sharing a very special moment……friends

  14. There’s not a single progressive commercial that I’ve seen that has been anything but cringe. Flo is not funny. I would suggest she be used as a crash test dummy.

  15. I’m not a fan at all of the ad. It seems depressing, disturbing and lacking in humanity. Flo relates better to all.

    1. I hear you, Sara. There is something dour and offputting about the Motaur — I mean, besides the fact that he’s just plain creepy.

      Flo is better, but she’s so overexposed. To be honest, I lost interest in her antics long ago.

      Anyone else feel the same?

      1. The nineteen throwback. Disliked her first ad, but now they are breeding more of them. Hire the Budweiser frogs, at least they were funny.

        1. They are not targeting Former Bikers, they are targeting bikers now! As Motaur in the gym tells the pathetic dork in the gym waiting for the treadmill ” Tell it to the rain.”
          Motaur is about power…you are either part of the herd, or you are not. If you are, you’ll understand and ride with him.
          Only problem is….what is the name of the damned insurance company? Need a graphic logo overlay at the bottom through the video, or something.

          1. I know you like these ads, Cap’n, but every time I see one I feel like I took a hit to the head without wearing a helmet.

      3. First, I am a motorcyclist, and I like the ads.
        My problem with Flo is a few years ago, she was advertising that stay with them and your rates go down. I had been with them over 5 years, no accidents or tickets and my rates did a big increase. I decided Flo was a liar, and I dropped Progressive, never to go back.
        What I want to know is what kind of mc is the lower part of Motaur?

    3. I don’t see flow relating to people any differently than these other stupid commercials with the other actors that they have added the newest one with flow is a f****** racist commercial she’s in a laundromat getting in between a young black man approaching to young white women the most racist commercial I’ve seen on TV in years

  16. My late husband who was a lifelong biker probably would not appreciate the commercials … because “they aren’t real”…. as in “real bikers.” He would have preferred a motorcycle insurance ad to feature real bikers at a real event… OK, like Sturgis, SD, where he hailed from… just sayin’ …. Oh, P.S. he never bought motorcycle insurance because A) He was older and insurance to a biker is …. XXXXX …. you know… B) He rode all his life as much as he could… including a number of round trips between Sturgis SD and Minneapolis (even at night..) without mishap …. except one… in which a bicyclist sight-seeing while riding his bicycle rode into my husband on his motorcycle, going real slow because he had his eyes on the road. The mishap primarily affected him… laying him up for a day or two, and no,.he wouldn’t go to see a doc…

    1. Hi, Margaret. Your late husband sounds like just the sort of person Progressive would love to attract — but of course, the marketing department is entirely too inept to do it right.

      I like your suggestion of showing real bikers at a real biker event. It’s relatable. It reflects and celebrates the life. That’s what bike lovers want to see. Not some goofy Motaur.

      Thanks for sharing.

  17. I like them. The pauses in the first two versions are brilliant…..the two silent kids with the wager, and the I Do one. Both draw your attention in. The image is compelling as well…keep looking to try and see the bike/man transition point. The subliminal message is thankfully somewhat more subtle than the giant black man and the scrawny white dork with girlfriend in the Eugenics ad. I get it. Thumbs up. That Lemu Emu Liberty Mutual guy with the variable high pitch voice is the most offensive ad being aired. As for pandering in the name of inclusiveness…..how ’bout the evolution of Jake?! Yup, I’m plenty Cranky. Best to you all, Capn Curmudgeon

    1. Hi, Chameleon. I’m glad you like Motaur. Do you ride?

      The folks over at RideApart.com — “a site for motorcycle enthusiasts, by motorcycle enthusiasts” — weren’t as impressed.

      In a May 2019 story, “Absurd Motorcycle-Human Hybrid Isn’t Even Funny,” author Kate Murphy says of Progressive and Motaur, “They’re trying, but maybe a little too hard.” The article is an honest and unvarnished perspective from someone who is very much in tune with the rider community at large.

      How many of the people who worked on this ad do you think love to ride? Based on this campaign, I’d guess not many.

      Stay cranky, my friend!

      1. Yea I use to ride and now I don’t. Practical thinking comes with wisdom & age. Motaur is a character to get your attention. All the inhuman creatures in the movies today are for everyone’s amusement. These sci-fi characters allow an escape from reality. Super talented creative individuals make awesome contributions to hold our interest in the movies. Motaur is amusing in his own way. You never know Motaur might make a movie some day.

    2. To Progressive Insurance, Your current Motaur ad which takes place at a gym is is very offensive. When he refuses to leave the treadmill after the allotted 30 minutes it is a reflection of the nasty, rude society we live in now. It is bad enough that we have to watch the news, but to see it transferred to the advertising community i too much. Please remove the ad.

      1. Oh, but Richard, you’re wrong! Don’t you get it? Motaur doesn’t follow the rules! He’s an outsider, and cool, and he can’t be restrained by any laws of social convention!

        . . .

        Yeah, I think Motaur is a dick, too.

      2. And running a motorcycle INSIDE a Gym? Is he on a suicide mission???

        And then he pumps it up a notch or two…

        “Naaaah. Carbon Monoxide won’t kill you, it’s just a myth…”

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