{"id":19997,"date":"2019-06-18T17:52:00","date_gmt":"2019-06-18T21:52:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19997"},"modified":"2026-09-17T17:54:15","modified_gmt":"2026-09-17T21:54:15","slug":"making-a-motaur-behind-the-scenes-with-progressive-insurances-mythical-character","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/making-a-motaur-behind-the-scenes-with-progressive-insurances-mythical-character\/19997\/","title":{"rendered":"Making A Motaur: Behind The Scenes With Progressive Insurance\u2019s Mythical Character"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What, exactly, is a Motaur?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine the mystical imagery that surrounds the half-human, half-horse creatures in Greek mythology. Now, take that imagery and apply it to the 2019 landscape. The Motaur (pronounced MO-TOUR) was conceived by ad agency <a href=\"http:\/\/arn.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Arnold Worldwide<\/a> for <a href=\"https:\/\/www.progressive.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Progressive Insurance<\/a>. His entire being seemingly derives from Greek mythological narratives. Motaur is half man, half motorcycle, and unapologetically proud to be one with his bike.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"motaur do you mind progressive insurance commercial\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/THvM7Y-Iosk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<h3 id=\"h-do-you-mind\" class=\"wp-block-heading\"><strong>\u201cDo You Mind\u201d<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Watch the commercial spot for \u201cDo You Mind\u201d closely. Motaur has paused at a gas station in the middle of the desert. A man driving a more conventional automobile hesitantly drums up the courage to ask, \u201cDo you mind being a Motaur?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhat could be better than being a Motaur?\u201d The Progressive icon neatly replies. He follows up with a question of his own for the human being, \u201cDo you mind <em>not<\/em> being a Motaur?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI do,\u201d A young man sitting in the idling truck\u2019s passenger seat quietly mumbles. He appears to secretly long for a Motaur lifestyle of his own.<\/p>\n\n\n\n<h3 id=\"h-making-a-motaur\" class=\"wp-block-heading\"><strong>Making A Motaur<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The joy in watching Progressive\u2019s Motaur commercials is how the character so deftly turns the tables on the often-stunned passerbys. The Progressive Insurance campaign has turned its attention to motorcyclists and how riders become one with their bikes. In the case of the Motaur, he <em>is<\/em> truly one with his bike.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But, where did the idea for the Motaur come from? Sean McBride, EVP, Executive Creative Director at Arnold Worldwide, gave us a look at Motaur\u2019s creation. He also revealed the \u201cCentocycle\u201d the Motaur could have been, and what it takes to film a Progressive commercial so far from home. (We\u2019ll come a long way from the suburban homes Progressive icons Flo and <a href=\"https:\/\/popicon.life\/progressives-big-jim-is-here-to-save-the-day-kind-of\/\" target=\"_blank\" rel=\"noreferrer noopener\">Big Jim<\/a> typically occupy.)<\/p>\n\n\n\n<h3 id=\"h-interview-with-sean-mcbride\" class=\"wp-block-heading\"><strong>Interview With Sean McBride<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AW:<\/strong> What is a Motaur? Where did the inspiration for the character come from? What does the mascot advertise for Progressive specifically?<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/8wGMFLtQVgc\">https:\/\/youtu.be\/8wGMFLtQVgc<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sean McBride:<\/strong> I think Motaur reflects two fundamental things we know about riders. One, is that riders are a different breed and proud of that fact. They\u2019re outsiders, and they relish that role. And two, that \u2014 all things being equal \u2013 riders would rather be riding at all times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AW:<\/strong> What is the story behind the name \u201cMotaur?\u201d What does it mean?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sean McBride:<\/strong> Motaur is the motorcycle version of a centaur. He\u2019s half man, half bike. It was either that or Centocycle. We did go down a massive pronunciation rabbit hole. We flip-flopped between \u201cMo-Tar\u201d or \u201cMo-Tour\u201d before finally consulting the dictionary pronunciation. This was something we talked about way, way too much.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/Motuar_KV_Square-ish.png\" alt=\"Motaur_KV_Square-ish\" class=\"wp-image-10597\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AW:<\/strong> Given the Motaur\u2019s centaur-esque appearance, do you have a mythological backstory to accompany the character?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sean McBride:<\/strong> Yes! Motaur\u2019s mom worked on the assembly line at Harley Davidson. One day, when trying to fix a scratch on a V-Twin soft tail, she fell into a vat of radioactive chrome\u2026 I\u2019m kidding. Nah. He\u2019s a mysterious wise sage of the road. His backstory is that he has no backstory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AW:<\/strong> Were there any challenges associated with filming these ads, given the unique look of the character? How did this process go about, especially since the ads take place on the road?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sean McBride:<\/strong> It was snowing in the LA desert that week, so that wasn\u2019t optimal. Our talent Terrence had to stand\/kneel in a weird rig wearing a sheet metal cummerbund for the better part of two days.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Harold Einstein directed, and he and his crew were amazing. He used words like \u201celevated.\u201d We nodded and went along for the ride.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/G4CmAXpebPk\">https:\/\/youtu.be\/G4CmAXpebPk<\/a><\/p>\n\n\n\n<h3 id=\"h-the-future-of-the-motaur\" class=\"wp-block-heading\"><strong>The Future Of The Motaur<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AW:<\/strong> We\u2019ve seen commercials for \u201cWishes\u201d and \u201cDo you mind?\u201d where the Motaur expresses pride in being a Motaur. Where is the icon heading next? Will there be more Motaurs to come, like a proper motorcycle gang? Or, will he be the lone Motaur on the road?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sean McBride:<\/strong> We were definitely thinking of these spots as an introduction to Motaur. We were thoughtful about saying his name on camera, and starting to frame out who he is who he isn\u2019t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His comfort in his own skin\/metal was a big part of it. It sounds hokey, but being yourself and doing whatever the heck you want is a big part of riding culture. Regarding a gang, at the moment we like the idea of Motaur being a solitary figure. Plus, gangs are scary. As far as where he\u2019ll go next, only the wind knows. Oh, and us. We also know.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor What, exactly, is a Motaur? Imagine the mystical imagery that surrounds the half-human, half-horse creatures in Greek mythology. Now, take that imagery and apply it to the [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19998,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Making A Motaur: Behind The Scenes With Progressive Insurance\u2019s Mythical Character | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/making-a-motaur-behind-the-scenes-with-progressive-insurances-mythical-character\/19997\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Making A Motaur: Behind The Scenes With Progressive Insurance\u2019s Mythical Character\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor What, exactly, is a Motaur? 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