The brief
Imagine this—you’re cruising down the highway, wind in your hair, feeling unstoppable. But when you take off your helmet, your hair looks like you just stuck your finger in an electrical socket. Ever finished a long ride only to discover some seriously funky tan lines? Or how about, riding through a swarm of bugs and ending up with a face full of them?
These ads feature riders in a variety of messy and very real riding scenarios, making light of the situation. It’s a humorous reminder that while bugs, mud, and sweat are a nuisance, Progressive is here to handle the real risks. They're designed to connect with riders by using humor to highlight the quirky, everyday risks of riding.
They are a reminder that we get you, and we’re here to make sure you can enjoy the ride with total peace of mind.
Helmet Head
We wanted to capture the exhilaration of the wind blowing your hair back, nodding to the rider’s open road experience.
Mud Mouth
Dirt bike riders know the feeling, and we wanted to share this viscerally with mud splatter in every little crevice.
Bike Beard
Another insight-based experience, the concept of bike beard came directly from one of our designers/riders.
Sun Scorch
A gripping way to capture our audience’s attention, this concept really pops against other gritty and often monochromatic motorcycle ads.
Bug Guts
A cheeky concept that winks to the rider’s experience with the real pests of the road. (All critters were placed with love.)
