AA Insurance unleashes cheeky seal Celia in new ‘Live a Little Freer’ campaign via DDB Aotearoa

AA Insurance (AAI) and DDB Aotearoa are inviting Kiwis to leave their worries behind with the launch of a new home campaign – the eighth instalment of the much-loved ‘Live a Little Freer’ brand platform.

 

The new campaign, live today, dramatises the familiar ‘what-ifs’ that play on homeowners’ minds after leaving the house. “Did I leave my hair straighteners on?” or “Did I lock the dog door?” This time those doubts are brought to life by Celia, a mischievous yet loveable animated seal pup who sneaks into a Kiwi home and unleashes playful chaos.

Set to the iconic track “Born Free”, Celia’s antics capture the freedom and peace of mind that comes with being protected by AA Insurance, and the scenario itself was inspired by a humorous true story – when a young seal wandered into a family home in Mount Maunganui through their cat door in 2022.

“Celia brings to life those little worries homeowners have in a way that’s fun and engaging,” says Veronica Copestake, Creative Director at DDB.

Says Minna Reinikkala, Senior Brand, Content & Sponsorship Manager at AA Insurance: “This campaign is all about reassuring Kiwis that AA Insurance has them covered, so they are free to go about their daily lives.”

The campaign is a collaboration with Good Oil & Blockhead, who brought Celia to life through clever animation, “We wanted to create a character that is as endearing as she is cheeky, and we hope New Zealander’s fall in love with Celia as much as we have,” says Adam Gunser, Director at Good Oil.

The campaign goes live on Monday 15th September 2025 and includes a 30 and 15 second TVC, outdoor, digital and social assets. Please find assets below.

Shaun Rees – Chief Product & Marketing Officer
Minna Reinikkala – Senior Manager – Brand, Content & Sponsorship
Amanda Hogg – Brand Lead

Agency credits: DDB Group Aotearoa
Production Company: Good Oil
Director – Adam Gunser
Managing Director – George Mackenzie
Executive Producer – Andrew McLean
Producer – Anna Stuart
DOP – Marty Williams
Editor – Simon Price
Post Production Company – Blockhead VFX
Sound Design – Miller Christensen-Yule
Music Licensing – Jonathan Mihaljevich, Franklin Rd Music & Sound
Media Agency: OMD