AAMI explores the lucky country in new brand platform and campaign via Ogilvy Australia
Leading Australian insurance provider AAMI has unveiled a new, far-reaching and long-term brand platform via Ogilvy, reinforcing why it’s Lucky you’re with AAMI.
Marking a shift from its previous ‘AAMI Does’ platform which has been in market since 2020, the new platform embraces the quirks and challenges of Australia, reinvigorating AAMI’s long-standing taglineLucky you’re with AAMI. It launches with a humorous milestone execution this week, with the platform then extending across TV, cinema, BVOD and online, plus OOH, audio and digital display. It uses Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with the very unlucky – and very Australian – scenarios that our lucky country sometimes faces.
Says Hilary Badger, ECD, Ogilvy Melbourne: “The AAMI brand promise has always been that of positivity in the face of life’s big and little inconveniences, which is the essence of Lucky you’re with AAMI.
“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance. That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique.”
Says Mim Haysom, EGM brand and customer experience, Suncorp: “AAMI supports customers far and wide across all of Australia, so we know first-hand some of the challenges our customers face in their everyday lives, and how unique some of those challenges are to Australia. Our new campaign reflects the diversity of the Australian experience, and reinforces that when our customers are unlucky, we’re there to support them. We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand.”
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
Lisa Marshall: AAMI Marketing Specialist
Sally Frank: AAMI Marketing Specialist
Amy Wagner: AAMI Marketing Specialist
Strategy & Creative Agency: Ogilvy Australia
Production: Hogarth
Media: OMD
Production Company: Revolver
Director: The Glue Society
Post-Production: BlockheadVFX
Sound & Music: Otis
OOH Location shoot: Hart & Co
AAMI women studio shoot: Stefan Wellsmore
End frame/motion shoot: O’rourke & Gates
Retouching: Studio ADFX
Casting: Toni Higginbotham Casting
41 Comments
Without the humour, this doesn’t feel like AAMI… until the phone shot at the end, this could have been any other insurer.
Pleasantly surprised! Good work
Very relatable. Well done AAMI
Thank god they’ve moved the brand on from that OTT stuff. This I can handle.
Do people make claims when they break a window in their house? I need to claim more.
Well done. This is great
Feels very different to the old stuff, not that that’s a bad thing. Felt a bit cringe sometimes
The brand has spent roughly a decade developing one of the most distinctive assets in Australian marketing, The AAMI lady. This is just a whole series of visual puns against a VO. The only way this will shift their brand is backward. You’d think Ogilvy would know better.
Saw it during the footy the other night and it felt slick and refreshing. The red lady thing was getting annoying.
Yawwwwnnnnnfest…
the print headline is clever
Refreshing to see something less cringey. Yeah the TV might blend into the barrage of insurance montage but at least its not the white lady with a bluetooth headset on a red backdrop. Feels clean and current and not too full of s*&t. Bravo!
Directors name, OOH Photographers name? What’s up with crediting the production house and not the maker?
👏👏👏
Given Dorothea is our most famous female poet and the brand plays off ‘Amy’, it would have made sense for the voiceover to be female.
Yes, we can’t have EVERYTHING not being about Women now, can we ??.. That just wouldn’t be fair.
Didn’t think Ogilvy/Suncorp had it in them. Moving away from the old stuff is a huge plus. Good job team
this is actually good
I thought AAMI was crying poor on the marketing front a minute ago? Guess not if they’re creating huge environmental scenes like this.
Anyway, thought the voiceover I’d heard a million times over. Visuals were pretty tidy but ultimate meant little.
that AAMI lady stuff was polluting my football season. Now I just have old man v/o to hate on.
Good move.
Nice suncorp ad
Yep….. Just very Nice work all round here.
Please say we’re never going to be subjected to Keith again.
Should be unlucky you’re with AAMI. Two recent claims and we’re moving everything from them. Absolutely horrid experience. Happy to pay more to move elsewhere.
Music is brilliant
put the AAMI lady in at the end. Even if they are moving in another direction it would bridge the gap, no?
Spider at the end was my favourite! The bastards are everyone
What town are shown in this fabulous ad?
Can you please change this ad so it says “ragged mountain ranges”
It’s a good ad but the guy says “rugged” and it’s very irritating.
If you say the poem correctly it’s “ragged”…. Thanks 🙂
I can’t believe how many people think the word should be “rugged”. That is not correct. The poem is “ragged mountain ranges”. Amazes me.
Well done AmyJay for calling it out, and well done AAMI for fixing it and replacing “rugged” with “ragged”.
I am angry each time this ad comes on because of the misquoting of the poem – ragged
mountain ranges???
It’s rugged mountain ranges.
I agree with the previous poster “RUGGED” mountain ranges NOT “RAGGED”. Embarrassing. Perhaps the modern speaker thinks rugged only means wearing a rug.
RAGGED is correct:
https://www.dorotheamackellar.com.au/my-country/
Whereabouts was this Ad shot at (Location) what is the city in the background of the elderly couple reversing in the car and large buildings in the background – what city is that and where was it filmed at?
Thanking you,
Craig
Get the words right! Its a rugged country, not ragged.
Agreed that it should be “rugged” and the word “ragged” stands out to me every time during this ad.
If you read the poem it is ragged
What are the locations in the add? I’m certain I’ve been to one of the country towns.
Why do you say ragged mountain ranges when it’s actually rugged mountain ranges it is very annoying would love to know your reason
The words are from the famous Australian poem “I love a sunburnt country” by Dorothea Mackellar. And the poem says “ragged” mountain ranges. The ad is spoken correctly. As an old Australian, I was required to learn this poem, and the song version, at school. Sad that so many now do not recognise it, or think the words are wrong. Clearly Dorothea deliberately used the word ragged to emphasise the differences between Australian mountains and those much different ones found in Europe.
Please can you tell me all the locations where this add was filmed I have a bet with my dad
Thanks for reply in advance