SEATTLE    DETROIT    NEW YORK    TORONTO

Creative Director

Doner, Detroit 2002 - 2009

Progressive Motorcycle

Relating to your target is one thing. But showing them you understand them deep down inside is just the way to get the attention of a tough audience. Especially when they’re as tough as Harley riders. 

Ads

Insurance to a biker is about as interesting as celery to a carnivore. So capturing their attention long enough in the sea of magazine ads with girls on bikes, was a challenge. After all, we wanted them to read our ads too.

We knew that bikers felt that most insurance companies didn’t understand them or their specialty needs. And we also knew Progressive prided themselves on being different by employing specialists as agents - many of them riders themselves. So we let them know it in true biker style. Black and white with a rebellious edge. This kind of connection to to it’s audience is what helped make Progressive, America’s #1 insurance company.