Pronto Insurance launches new TV campaign.
June 9, 2010
Pronto Insurance launches three new :30 TV spots titled ABS, ARMS and LEGS. The new TV campaigns, created by Machete, were produced in English and Spanish and will begin airing July 2010 in San Antonio, Houston, Laredo and the Rio Grande Valley.
“We’re proud to be Pronto’s total market agency and are excited to create work that speaks directly to this underserved market,” said Catarino Lopez, Owner and Creative Director of Machete. “We look forward to help them on their continued path of success with work that resonates with consumers.”
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, and 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.
“In order to breakthrough the “insurance” clutter, we worked with Machete to leverage the equity of Captain Prontísimo in a humorous way that made our product offering relevant to consumers. Pronto Insurance’s customer-value driven products: ease to qualify for Pronto Insurance and our product offerings are quite flexible to meet anyone’s need for short or long-term insurance coverage,” said Felipe Pena, Pronto Insurance Brand Manager. “Machete has done an excellent job at conveying those assets while capitalizing on tying in the Captain Prontísimo character, who has great brand recognition with consumers.”
