Machete multiple Gold ADDY winner at the 2011 San Antonio Advertising Federation competition.

The San Antonio Advertising Federation held it’s annual industry awards dinner, Saturday, February 26. Machete picked up 2-Gold and 2-Silver ADDY Awards for its ABS/ARM/LEGS TV campaign produced for client, Pronto Insurance Agency, a Brownsville-based insurance company.

“We’re happy to be doing work that is being recognized by the industry,” said Catarino Lopez, Owner and Creative Director of Machete. “For Machete to have won several Gold and Silver ADDYs in our first year is a testament to our vision and proves that our business model is working.”

Machete won Gold for its LEGS and ABS/ARM/LEGS national TV campaign, and Silver for ABS and ARMS National TV, both in the consumer services categories. Gold winners get the opportunity to compete in the Regional ADDY’s and then Nationals.

“We’re extremely excited that Pronto Insurance’s spots won several Gold and Silver,” said Felipe Pena, Pronto Insurance Brand Manager. “Our advertising goal was to create a campaign that would breakthrough the clutter, while leveraging the equity of Captain Prontisimo in a humorous way that made our product offering relevant to consumers. With the ads winning awards at this year’s ADDY’s this is certainly a validation that Machete has done an excellent job with our branding efforts.”

Pronto Insurance’s advertising campaign revolves around the “fast and flexible” theme due to Pronto’s product offering. Pronto offers its customers an inexpensive auto insurance product with the option for roadside assistance. Offering 1, 3 and 6-month policies with no credit check or bank account requirements, Pronto’s products and services are for value driven Texans that like to save money on their auto insurance.

In the ABS spot, two old friends run into each other at a restaurant. One of the men compliments the other on how great he looks and asks him how he achieved his new physique. The man responds that he got his car insured with Pronto, and now he is “fast and flexible” like Captain Prontísimo; Pronto’s animated Superhero spokesman. The man lifts his shirt to reveal a set of chiseled abs, which from his initial appearance, he shouldn’t have. The ARMS and LEGS spots were produced with the same themed concept.