AAMI launches 45-second singing and dancing extravaganza inspired by the musical Hair
On Boxing Day, Badjar Ogilvy Melbourne will launch a 45-second AAMI campaign which is a reworking of the iconic musical ‘Hair’ to become ‘Fair’ to promote the company’s recognition of safe drivers.
The TVC follows a man traveling through a car Armageddon, a land where theatrical car crashes abound.
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As he negotiates these crashes he meets a host of wonderful characters, who all join him on a crusade to secure a fairer deal.
Directed by Michael Gracey of Lipton Ice Tea, Evian Roller Babies and T-mobile: Flash Dance fame, the large-scale campaign creation involved more than 200 people, three months of pre-production and more than a week of choreography before the final commercial was shot over a four-day period. It was shot in a hyper-real context reminiscent of the Broadway musicals made popular in the 1950s.
Ogilvy Group Melbourne’s Executive Creative Director, Michael Knox said the agency was keen to develop a campaign that could stand up to, and capitalise on the much loved previous creative that utilised the hit song “What about me?”
“The result is another memorable and fun concept that consumers will both enjoy and relate back to the AAMI brand,” Knox said
The ‘What about me’ series of commercials that ran throughout 2010 enjoyed incredibly strong results for the brand, and some of the highest ever recall and brand metrics by IPSOS, according to AAMI Executive Manager Marketing Richard Riboni.
“So we felt it was important to develop a campaign that had a creative direction developed on a scale that could deliver. It was always going to be a tough act to follow but the agency team once again upped the ante. We are thrilled with the result.”
Knox said that Gracey was commissioned due to his vision of the end result as well as extensive previous experience with musical based productions.
“He brought an incredible energy to the project that was infectious and never ran out, which is obvious in the finished product,” he said.
The campaign will go to air nationally during the Boxing Day Cricket Test as part of AAMI’s sponsorship of the sport. It will then roll out over other networks before the digital, print and outdoor component goes live in January. Print and outdoor will be run in both metro and regional markets.
Credits
Executive Creative Director: Michael Knox
Agency Producer: Tim Marxsen
Copywriters: Fergus Donaldson, Darren Winter
Art Director: Joe Hill
Director: Michael Gracey
Production Company: Prodigy Films
Business Director: Nick Muncaster
Planner: Eugene Catanzariti
Senior Account Director: Matt Rose
Account Manager: Leah Carew
59 Comments
woohoo….nice one!
Leaves the last one for dead….that girl behind the counter drove me nuts.
What. The. Fuck.
boobs. fair enough.
Good fun this one. Ridiculous looking set.
Please don’t drive us insane with it.
Good to see badjar busily ‘liking’ their new ad on the blog.
Oh, I get it. ‘Hair’ rhymes with ‘Care’.
this stuff kind of reminds me of that animated cascade tiger thing this same agency did a little while back. The budget is clearly healthy but the idea and execution stink out bullshit blvd.
Firstly, they owe us a 45 second apology for subjecting us to 12 months of that ‘what about me’ shit.
Right up there with UPS “That’s Logistics” for awkward viewing experiences.
Oh God, Kill us all. Please don’t put that on the TV. PLEASE!
Oh heaven, girlfriend! They turned my favourite musical into an ad!! Yay!!!
Horrible. Just horrible. It’s like they intentionally set out to make a big ol’ expensive turd. It’s exactly what you’d expect from these guys. And they’d know it sucks too. They’re not bad guys, they just don’t care.
Its a car crash (ironically)
Just don’t get how agencies like this get away with so much drivel
Both my car and home insurance are covered with AAMI. In the new year I endeavour to find a new provider. That’s how bad these ads affect me.
This has all that is bad in Australian advertising written large all over it.
Truly appalling and the strange thing is the agency, client and people responsible must believe it’s good otherwise why would they put it up here? Clients like this deserve the shit they get. I agree with 10.48, this is bad enough to encourage me to move insurance policies away from AAMI. Worth telling them why when you do it. Maybe it just might get back to the marketing dept, but somehow I doubt it.
Dear bloggers….
maybe take the time over the break to take a big deep breath and let go of all of that pent up anger and pseudo aggression.
This ad is fine….and it will work as well as the “What about me” campaign…maybe you would have come up with something different?..or maybe not. But none of the comments before this one are in the slight bit constructive or insightful…just hate.
You guys and girls need to chill a little more….lets hope in the New Year this blog will be a place where people can strive to make comments that help others….not just a place of hate….anonymous hate at that.
Merry Christmas!
Santa.
Boxing Day, hey? Should be OK in most of the loungerooms around the country. Maybe ‘What about me’ went well enough if they’ve made its bigger colourful cousin.
I’m with Santa. There’s a lot of hate on this blog.
Happy whatever.
Despite the fact that this is an extravagant, bloated misappropriation of a sixties alternative culture call-to-arms, I like it. Boobies, garter belts, knickers, a clean-cut hero…what’s not to like? And there’s continuity in the thinking – take a well-known song, change it a bit and run it and run it. Assuming it’ll run ad nauseum during the Boxing Day test, it might even be responsible for a bit of Christmas domestic violence come mid-next week!
That’s truly awful guys. No excuse for it. Awful.
Love it or hate it it’ll sell. Especially after it runs a million times.
It is fucking awful. So it sells. Have AAMI got no pride? What about finding something that sells and is not crap. Too hard?
Who is the lead lead dancing girl? She is pretty cute… She makes me want to insure with AAMI… Well done to all involved!
After watching this about 40 times over the ashes, I hate it so so so much. The tacky pink cgi car, the faces on the car wash girls, the fucking long haired freak that does the flip and runs off like a monkey. Just pure anus. 11.54, you’re a good human.
It’s painful to watch. The idea, casting, choreography and cinematography is naive.
It’s so 2010
I don’t get what everyone’s so upset about.
I absolutely pissed my pants laughing. Poor guys!
This is the worst Fucking ad that I’ve ever seen you can’t even understand what their singing. So shit. So annoying.
Fuck off Santa…
5:54
It looks like a real car to me, albeit painted pink to look like it’s on a film set.
Still, I’m not standing up for the ad.
I don’t blame them for continuing a successful campaign. But I think the song is off the mark. ‘What about me?’ had broad aussie appeal; everyone loves that song. This one is too garish and camp.
I just want to fuck the car wash girl
This fucking ad is driving me insane. It is being played ad nauseum through the cricket and seriously I will never consider AAMI solely because of their annoying advertisements. Who ever thought that a flamboyant Glee-like singing/dancing ad based on the musical “Hair” would appeal to cricket lovers? Fuck me it is death.
2.13 is spot on.
I hope they keep this ad on all year, just so I keep getting that half a second glimpse of car wash girl.
Terrible ad… slightly saved by the brunette carwash girl.
Oh my god, that chick washing the car with her big tits. Love this commercial. Really love it.
It could start a trend of casting girls with great racks. Bring it on!
Who is the car wash girl that is focused on mostly? Love her look
yea nice comments and agree lovely Tits But what is the Tone? oh and err nice Tits.
Shame AAMI can spend such a lot of $$$s on these anoying ads, and then argue with their polcy holders about whether they are covered for the ‘particular’ type of flood and deny their claims. I hate the ad.
I still can’t understand what their saying or selling. If it wasn’t for the brunette with the big boobs I would’ve put my foot through the telly by now.
1:03 PM said it, they will deny a shitload of struggling aussie families cover for flood damage and yet spend too much money on a shitty self indulgent ad, typical company attitude, fuck off and die AAMI, that should be a jingle
the brunette is mine. I bone her
I hated this ad so much I emailed Aami to let them know they’ve lost a potential customer. If this ad is about fairness, why only bikini clad women with nice boobs? Where are the buff speedo clad men? Selling insurance with boobs – disappointing.
Hi, Pup here, I gotta thank these ad guys that have given us one of the most annoying ads ever created and run it every 5 minutes until the viewer is homicidal. I thought I was the most hated thing on TV during cricket season, this ad coupled with their “fair” flood policy has taken a load of heat off me – thanks AAMI
Anyone who is praising this piece of crap either has connections to AAMI, or is an abject moron. Just more mindless garbage to dazzle your screens. They have now cut out the shot of the gorgeous bird with the mad tits as well, so there is no redeeming quality at all. Ugh.
Does anyone know the name of the lovely brunette carwash girl ??????
Yeah, I just want to fuck the chick in the red bikini too. If I was the cameraman, I would have taken loads of footage. Forget about the ad, what about an hour special on those tits…
The pink station wagon is a late 90’s Mitsubishi Galant (Legnum), at the end of the ad the singing man stands on a yellow VP Holden Commodore and yellow AU Ford Falcon.
The guy in the blue shirt is Nick Russell from Pig’s Breakfast.
This is an example of how disconnected the 2 bob “creative” fools that just cannot think of an original idea are from understanding the people (the public) who have to endure this mind deadening shit.
More unbelievably how dumbhead suits managed to convince the idiot clients to go with more of the same pitiful shit .
I just turn off as soon as I hear it.
It is proof that the client is more stupid than the agency that made this overblown meaningless shit.
I’m glad they weren’t responsible for painting the roof of the Sistine Chapel.
What a bunch of bums.
Iza Scott
Oh, one other thing I learnt from reading the posts is that you should can’t believe in Santa.
What a self serving mealy mouthed little dweeb.
He obliviously was in some part responsible for this cerebral vandalism.
Santa the world is a better place without you…..
Iza
@ Iza Scott haha! nice.
Catchy advertisement…it caught my attention.
If only Australian filmakers used as much effort as this ad for their work, we may actually have a successful film industry appreciated by the masses.
who is the lea dancing girl??????????
Shes hot!
Advertising is to get a attention. You all have left dozens of comments about this ad. The ad has done its job & has done its job well.
Truly awful sends me screaming from the room every time. Please stop it at once.
She’s so hot
this ad is theatrical rubbish full of posers desiring attention. i will never insure with aami because of it. shame shame
again, those are a mad set of cans!