What about me? AAMI has the answer
December 22 2009, 3:54 pm | | 70 Comments
CB gets a sneak peak at AAMI’s new tv campaign, via Badjar Ogilvy, Melbourne, which launches on Boxing Day.
“Thead depicts an extreme scenario of drivers who aren’t paying attentionand cause accidents. It’s an exaggerated look at the things that peopledo while driving that cause accidents,” said AAMI Executive ManagerRichard Riboni.
The Safe Driver Rewards campaign uses television,radio, outdoor, digital and press ads and also highlights AAMI’ssponsorship of the cricket over the summer season.
70 Comments
P Hughes back in the game!
The track worked better for The Hungry Jacks Vegie Burger years ago.
When the advertising was better!
I like the guy in the begiining serious striped shirt. Good look.
Nice work Pat.
Not bad from BO.
“Hughes House of Fashion” Gold. But where is the Tet scene Mr. Huge?
The blondes are great. Nice work. Where was this shot?
The punters won’t mind seeing this one a lot. Top casting. Funny enough but I wish you’d skittled that Jason bloke with the homemade signs.
Sorry to lack the Xmas spirit, but really poorly executed compared to DDB NZ’s Sky and Josh Frizzell’s Insurance spot.
Reminds me a lot of this ad done by DDB New Zealand a while ago.
http://www.youtube.com/watch?v=4g1map-oHaU
Maybe insurance companies think if they sing about misfortune it won’t seem so bad.
Finally Ogilvy get a decent director to do their work and you get a decent Ad. This ad would have been toast if it was directed by one of those monkeys from Plush. Awesome piss take very funny.
Jason works for RACV, 7:21. So much for branding.
Mind you, AAMI’s advertising was overdue for an overhaul. The current ad with the bloke who claims he re-painted his car (Fire Hydrant Red, cue: dog pissing jokes) with the $166 he saved by insuring with AAMI is blatantly misleading and should have been the subject of an industry sanction.
If you can name a panel shop that’ll re-spray my car for $166, I’ll strip my recent $3,000 bargain paint-job and start again.
Yes a decent piss take. Good one.
Good change for the brand. About time.
11:28 – as the head monkey at Plush, we pitched the campaign with Kevin Thomas directing – have a look at his work. If yours is better I’ll buy you a new car! http://www.thomasthomasfilms.co.uk
In Brisbane AAMI claimed you could get your car painted for the $54 saving. Goes to show that one piece of creative won’t necessarily work for retail across the country.
Got to give it to them for letting dogs piss on the corporate colour though! Maybe that was just the agency taking the mickey?
Saw it during the Cricket. It looked the goods. Glad to see the back of the swans. well done the crew at BO. Hasn’t been a bad year there, glad someone’s making ads.
Not bad!
Wondered where Siimon got to, seems he’s acting in ads as the safe driver these days!
I like it.
The guy in the car is good, bit like Movie World but the girl under the water is the winner.
AAMI endframe girls are HOT
I don’t like this spot at all; bad taste. Road accidents shouldn’t be made light of. Especially ironic that this was aired over the long weekend.
Onya Skeet.
Another great one from Patrick. Killing it, mate!
What a let down! This could have been so much better.How disappointing!
Yep I’ll pay this one. Punters will love it I reckon. Good for a laugh and goes well sitting on the couch with the cricket and a beer or two. Nice work.
Only decent ad during the cricket. Hey Spencer instead of buying a new car save the money for lawyers – I’m in your network.
I have seen this spot a bit in the last few days of great cricket. I hope they keep pushing what is a bloody dull catagory in this country. It’s is a good side move for the Brand and well timed considering the birds and that Toddy chick. It’s unbad, yep it’s pretty funny. A good job.
Pretty shit really.
Hey Marko it’s good to know you are part of the network. So call me when you want to have a whinge. Or send me a copy of your showreel so I can ‘save buying that car’. Lawyers????
Rob.
Marko is a whining little girl.
He probably writes dog food commercials for JWT. He is jealous and angry cause his wife left him for one of the french bulldogs in his latest commercial.
“I don’t like this spot at all; bad taste. Road accidents shouldn’t be made light of. Especially ironic that this was aired over the long weekend.”
well buuuhhuuuuu.
Everything can be made fun of. If you dont like it move to Saudi Arabia you sissy.
Nice one. Like the crash at the end and the Moving Pictures video reference is good.
The agency will be singing, ‘What about me ? it isn’t fair…’ when it fails impress the judges.
yeah alright, but who’s the chick in the ad at the end, especially the previous one in 2009? anyone know her name?
Please please bring back the old AAMI lady.
I find this add very offensive. Normally black humour does not worry me but this offends greatly as these types of accident causers kill and severely injure innocent people. Bad timing over the summer break considering the ghastly road toll 4 xmas/new year. Anyone touched by a road death or injury should feel the same.
Hate it! Find it totally irritating and offensive for same reasons as Wendy.
Who’s the wet girl, from the pic at the top. She’s in the “green2home” adds & looks a lot like Pascall Fox – ex WonderWorld. mmm
Good spot. Good wet chick too 6.27. Nice from BO and Huge.
This is standing out like db’s on tele at the moment. Sort of funny those stoopids.
Are there any more in the series? Won’t win anything but that ain’t the plan anyway, right? Maybe take the piss out of ‘Hey Mona’ next!
I lost a son in an accident 4 years ago. I dont find this that amusing.
I have been recently over exposed to this latest TVC that I have been offended by and consider blatantly sexist. The latest “What about me” ad features several scenarios ultimately using women drivers as the butt of the joke and men as superior drivers.
AAMI has previously stooped to this type of sexist stereotyping in its TVC campaign – the ‘BUY ME A RING TODD. A quick Google shows that AAMI has been running sexist TVC’s for years and seems to make it a matter of institutional policy to belittle women.
Point by point breakdown of the TVC shows that AAMI despite the fact that women are safer drivers, achieve better results in school and are the largest groups of university entrants, still believe that women are nothing more than blond airheads ruled by biology:
The comparison of scenario between accidents claims that men are simply easily distracted whilst driving or do not show due care, whilst the women are shown as blond, stupid and having a babies at inappropriate moments.
Average looking twenty-something ‘twittering’ – implies is cool, yet thoughtless about using technology whilst driving. Intelligent enough to ‘twitter’.
Pretty blond twenty something, ‘trying to dry hair whilst driving with a bimbo persona – implies women are ditsy, too silly to realize that you a) cant plug a hair dryer into a car and b)driving whilst trying to look pretty is something a women might do
A successful man in a sports car adjusting his seat – implies that firstly only men drive sports cars or can afford them and secondly that men are concerned with technical things, albeit in this circumstance inappropriately
A pair of giggling blond (again) women dressed in Lolita style outfits who can’t read maps – there is an implication that they are foreign that also implies that women of a Nordic birth are more likely to be idiotic. Anyone who has driven in Europe knows how hard it actually is and that Australia’s roads are easy, wide, laid out on a grid system and have little traffic.
A normal looking man who had not paid attention to a Lorry – this was the possibly most normal of the scenarios and due care and attention to motorbikes for safety reasons is perhaps a more prevalent situation.
A blond woman, whose water has broken. This scenario was probably the most insulting. This is portrayed as a careless and thoughtless act as is the other scenarios.
Going into labour is none of the above and to imply that it is an insurance risk to let pregnant women drive is beyond the pale.
Man, 40 something singing ‘what about me’, he is not the same risk factor as the others. Yes because he is not blond giggly or pregnant
It is outdated, derogatory and insulting.
Sincerely,
Mrs., Stieve De Lance
Stieve,
Lighten up!!! Your intellectual diatribe dissecting every negative aspect of the characters used is both meritorious in its detail but is of concern as some of us lack a sense of humour. Aussies are fantastic at “taking the piss” out of anyone, with no harm intended to any particular group. I bet you’ve told a blond or two some “blond” jokes – or maybe you could try.
Just have a laugh and sing along to the ad. That’s the positive.
I agree Stieve
It’s a crap ad. (They’ll love down at the Singo’s Old Boys Club. We could look at how AAMI sponsor gambling and other such evils but I don’t have the time). NRMA gets my business.
Stieve, I agree totally. Mere misfortunes from intelligent men, absolute stupidity from bimbo women, and the bit that takes the cake is the implication that pregnant women close to term are a risk on our roads. Sexism at it’s best with a crappy sound track…
Well said Stieve. I too particularly found the pregnant woman thing extremely, extremely offensive. Offensive enough that it was the last straw with AAMI and I have changed my insurance provider. I am also so sick of it and get so annoyed with it that no matter how much I love the cricket, I find myself turning it off and listening to the radio instead.
anyone notice first scene of ammi ad a clone of alex smith ( lead singer moving pictures ) standind at the shop counter with a little boy , check it out
I noticed that, very funny.
The spelling of the name Stieve shows a person craving for attention or did she miss out on a part in the ad?
I agree completely with Stieve. Her comments were at least well thought out, anyone who disagreed with her merely made personl insults. I don’t mind this ad, but was very offended with the part about the pregnant woman. I’m glad they’ve edited it out now.
I would agree with the critique of gender bias except for the obvious fact that the ad mimics the style of opera buffa, comedic musical theatre. As such, the characters are meant to be somewhat extreme, comically exaggerated and self-consciously stereotypical. The fact that the commercial is sung, in theatrical style, clues the viewer to the theatrical medium being used, and carries the implicit caution that the presentation is artistic, not literal.
Stieve lighten up. It’s been proven that women are worse at driving and it’s also been proven that men are more successful than women. Stop complaining about facts and get a life.
Does any one know where this ad was made
I have been an AAMI customer for more than 15 years (home contents and comprehensive car), but seriously considering pulling my business just on principle of these idiotic and grating ads from AAMI. I am sick and tired of being irritated by one stupid ad after another. (Still annoyed by the multi-lingual call-centre ad which makes absolutely no sense at all and is pointless.)
If AAMI think these ads are leaving a great impression with their clients (both current and prospective) they are sadly deluded and have been duped by their ad agency – was there any focus groups done before sending this crap to air BTW?
This latest one takes the cake. I can carry on about how silly the supposed “stereotypical accidents” are but what really gets me is when the guy sings: “They get the same as I did” which is not only bad grammar, but also contradicts him saying that he has never claimed before.
I am just an ordinary bloke and not high-brow at all and would like to think I have a decent sense of humour and love a piss-take as much as the next person, but this ad is just simply bad. If this ad has driven up business I stand corrected, but I will be quite disappointed if this indeed enticed my fellow Australians to pick up the phone and call AAMI for a quote as opposed to quickly grabbing for the remote to quickly change channels for 30 seconds.
Actually I am so annoyed now after writing this I think I am going to call some other companies now for quotes. Seeya AAMI.
Its in Lydiard St. Ballarat Vic.
I have a problem with the campaign as well. But it is not stereotyping, bad grammar or supposed contradictions. It is as Anonymous said on Jan 4 “Road accidents shouldn’t be made light of.” It feels weird when an insurance makes fun of accidents and they should leave it out until the road toll is next to zero – I do see the humour bit it is not productive.
I have long liked AAMI’s image that I am lucky to be with AAMI. It is nice and simple. The attack of the bird ads were clever (but then the what about me ad), they seem to be sending a different message, ‘you’re still OK you’re covered for strange natural occurances but be careful if you do something dumb’ and some of the thing portrayed really are dumb but how does a woman’s impending delivery fit in with the rest – I am most glad that waters breaking is not mentioned in the short version I saw last night.
As someone who has a clean sheet I don’t feel confident of lower premiums for my good luck but sure as eggs I will pay a penalty when my luck turns.
One of the worst ads made in some time in my opinion. A weak concept, infuriatingly annoying and puts me off the brand utterly. A horrible, horrible ad.
I only wish we could issue fines to advertisers who continue to polute the world with this kind of garbage. Going from a slightly more interesting and memorable commercial to this is almost unforgivable.
Take a step back and consider using something other than the so bad its memorable formula.
Nothing nice to say about this ad, try harder next time please.
You know what pisses me off the most – why on earth do they use the word ‘lorry’? Have they been watching too much Postman Pat? Why didn’t they use ‘Semi’ or something a bit more endearing to their Australian audience? This is such a shitful ad, sexist, trivialising what are very serious issues, and not even clever or relevant revision of lyrics. yawn yawn… moronic commercials be gone!
Hi everyone is right. I took a job at AAMI not long ago and now I’m ashamed to work there. Even the scene inside the company is deteriorating fast. Disgusting management – bullying discriminatory and no respect for diversity. They encourage staff to be disrespectful (in a nice way) during training then when you do what they ask you are performance managed! I’ve sacrificed my principles for the last time with this employer. Another job better than this awaits me! Mass exodus of staff happening too….
Other comments found here.
http://www.youtube.com/watch?v=gzQCn8KT1fk
can somebody tell me who is the man is over 40 at the end of the add
Oh my my, these comments are ten times worse then the ad. Its an AD!!!
Lighten up…….. you would think from the comments, especially from Stieve that someone had personally walked up, offended you followed by a slap in the face…..its an ad…how is not and not intended to be sexist? (The way your mind works makes me feel sorry for you)
I think its time to take a long hard look at the incomprehensible reality of being alive on a stunning unique planet that is orbiting a burning glorious star, one of hundreds of millions existing together in a beautiful galaxy, a galaxy that is one of known billions existing in a seem-idly endless, mind boggling and ever expanding universe full of the most beautiful sights, sounds, tastes, smells, experiences and feelings. Work, advertising, careers do not matter, life matters……….
Wake up and smell the roses!! Free your mind from whatever has you thinking and reacting like this! None of it matters!
Stop being bitter and twisted and enjoy, laugh, smile…..you’re time here is VERY short!
Hey Stieve,
If a man said something that can be interpreted two ways and one of the ways makes you sad or angry, we meant the other one.
Maybe the ads are geared that way as men usually end up paying the premiums.
What are you doing watching TV anyway. Shouldnt you be getting dinner ready???
BTW What does that bozo call the chick in the latest ad when he sings “Look at her ……..”
I agree 100% with latest comment. I said as much on 3rd February above, but you captured it very well. Stieve and the other nay sayers………..get a life!!!
Worst ad ever! its giving my Mute button wear and tear issues. I WILL NEVER BUY AAMI BECAUSE OF THIS AD.
Note that all the people having prangs around him are young women who are made to look slightly dim-witted. The ad is blatantly sexist.
The implication of this ad is that young women having prangs are raising the cost of insurance for cool young blokes who are good drivers. PLEASE ?
You can’t tell me that that most of the young speed hogs and careless drivers around causing accidents and pushing up insurance costs are male. The ad is sexist and disingenuous. I hate it intensely. It should be removed from our screens. I have avoided AAMI as the result of this ad.
PS I am a 62 year old male and I have no vested interest in any other insurance company.
At what point did the Advertising Agency think “She gets the same as I did” is acceptable English?
One of the worst ads currently on Australian TV, but having said that the standard of ads on Australian TV is terrible anyway, seems every brand thinks they need a cheesy jingle and that’s it.
sexism is only a one way street apparently.
all you women that bitch about sexism, oughta go get screwed, if a man calls sexism, nothing happens.
i think they used the blondes because the were HOT! not because they were blonde, so go hate men somewhere else.
who cares if grammar is wrong you grammar freaks…songs hardly ever are grammatically correct, the same goes for this advertisement.
so go use your big words elsewhere you posh snobs.
go marry someone old just to take their money.
“She gets the same as I did”
Now this is the bit that I dont understand.
I must be stupid, I cant work that ad out for love or money. Everyones having an accident and he/shes singing what about me, it isnt fair, they get the same as I did.
Ok. If he is with AAMI whats he whinging about. Obviously they are not with AAMI
If hes not with AAMI why did he say did. They get the same as I did. Does that mean he was with AAMI and wants to go back. And if he gets the same as he did, which insurance company did he switch to. Does that mean he needs to go back to AAMI.
Maybe the words should be they get the same as me or same as I get, but did means “used to” I used to get the same rate as the moron drivers. Ok if you used to get that rate, then what are you whinging about you dont anymore.
@ Mike Hunter
This is why grammar is very important, as it stands the ad makes no sense. All they needed to do was use correct English and say, ‘they get the same as I get’, even though the ad would still be terrible, at least it would make sense.
This is all assuming that the point of the ad is to say that he is annoyed that the stereotypical idiot drivers get the same insurance premium has he does, even though (with him being a super amazing normal Australian and all) he has never claimed on his insurance.
Reading everyone elses comments I would just like 2say,
That the ammi add currently showing is the best and funniest
add I’ve ever seen makes me laugh everytime
I see it, the last time it was on I found out it had an,
extendered version fantastic work, I love it think alot of
time and effort went into thinking of it, and just
in case ppl arnt sure I mean the one that starts with
we were bickering away before we crashed intoafarmers
crop, I was tryin 2launch my boat I was in some kind of joke,
I just didn’t see the lovers what about me ……
I would like 2see more of that one but the extendered
version please, pretty sure if ur not with ammi,
u will be after that