“Shanked it”: AAMI TVC says ‘When our game has its moments, Lucky you’re with AAMI’ via Ogilvy

Footy is great. Yet for all greatness, it isn’t a perfect game. That’s why Australian love it so much. What’s not so great is when footy accidents happen, like kicking a ball into a gutter and smashing a windscreen. That, and the many other quirky things that go wrong with footy, are the focus of AAMI’s latest campaign via Ogilvy.

Showcasing the unique challenges that footy brings to both professional and community players, AAMI’s new ‘When our game has its moments’ campaign reinforces how Australia’s largest national Insurer is a part of Australian life. And how, when things go wrong, it’s Lucky you’re with AAMI. The campaign reminds the audience of the insurer’s long-standing relationship as official major partner of the AFL and AFLW.

Says Hilary Badger, executive creative director, Ogilvy Melbourne: “Fans have a deep love for AFL – it brings people together with a one-eyed passion that’s unmatched anywhere. But things do go wrong sometimes. Sometimes that thing is a football connecting with your car. That when it’s Lucky you’re with AAMI.”

‘When our game has its moments’ is the third iteration of a new AAMI brand platform first launched in March, positioning the insurer as the go-to for cover when Australian life happens. The second iteration, – ‘When our athletes are in the making’ – went live in July.

Says Mim Haysom, EGM brand and customer experience Suncorp: “We’re proud of our long association with the AFL and AFLW, and our ability to understand the particular challenges that our customers face, even those created by a wayward footy.

“We know Australians are less interested in the details of insurance – they just want it to be simple.  So they can get back to the game we all love so much.”

The ‘When our game has its moments’ launches today on TV, with BVOD, streaming, OOH, social, radio, and press live from next week.

Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content
Toby Gill: AAMI Brand & Marketing Manager
Liza Friedman: AAMI Marketing Lead
Breanna Webster: Mass Brands Marketing Specialist
Jenny Hutchison: EM Group Sponsorships & Community
Gabrielle Emmett: Sponsorship Lead
Susie Turner: Sponsorship Specialist

Strategy and Creative: Ogilvy Australia
Media: OMD
Production: Hogarth
Production Company: Scoundrel
Director: Tim Bullock
VFX: Blockhead VFX
Sound: Squeak E Clean Studios
Media: OMD
Retoucher: Aaron Foster @ Studio ADFX
MCG photograph supplied by: MCG
Northern Territory photograph supplied by: Colin Uren