AAMI launches new ‘AAMI DOES’ national brand campaign via Ogilvy Melbourne
AAMI has launched a new national brand campaign under the banner ‘AAMI DOES’, encouraging Australians to question if their insurer of choice actually ‘does what they need it to do’, via Ogilvy Melbourne.
The new launch film follows the story of ‘Keith’, as he ponders his insurance options and realises how challenging life could be with a lesser insurer compared to what ‘AAMI DOES’. The fully integrated campaign extends through outdoor, online, social, radio and customer communications.
Says Toby Gill, marketing manager, AAMI: “As one of Australia’s leading insurers, AAMI has always been committed to giving our customers all the cover they need without making them pay through the nose for it. This time around, we’re boldly calling out the things AAMI does, and other insurers don’t, highlighting what claim-time could be like with and without AAMI. The integrated campaign will be brought to life nationally through multiple executions allowing Australians to distinguish for themselves who are the ‘DOERS’ of insurance.”
Says Mim Haysom, CMO/EGM brand and marketing at Suncorp Group: “AAMI has a long and proud history of doing, from new products and digital innovations to our market-leading claims and customer service. For 50 years we’ve always strived to be a brand that doesn’t just talk, but ‘DOES’, and this campaign is promoting that.”
Says David Ponce de Leon, executive creative director, Ogilvy: “In insurance, as in life, there are those who say they do and those who actually do. Too many talk the talk, but just a few really walk the walk. We are delighted to have the opportunity to show Australians how ‘AAMI DOES’ in comparison with other insurers. We believe that’s what makes AAMI different and why it’s ‘Lucky you’re with AAMI’.”
The new AAMI film will air nationally, with more ‘AAMI DOES’ surprises to come later in the year.
Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Tammy Hall: Head of Group Brands
Mark Behr: Executive Manager, Marketing Insurance Portfolio
Toby Gill: AAMI Marketing Manager
Olivia Rourke: AAMI Marketing Lead
Amy Wagner: AAMI Marketing Specialist
Suzanne Bunn: Content Lead
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Ryan Clayton
Senior Social Creative, Julia Stretch,
Social Creative Robbie Ten Eyck
Head of Strategy: Virginia Pracht
Head of Production: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Stephanie Nikolovski
Account Director: Benedict Smith
Senior Account Manager: Alexander Leahy
Head of Print Production & Studio, Brendan Hanrahan
Production company: Sweetshop
Director: Nick Kelly
Managing Director: Edward Pontifex
Producer: Allison Lockwood
DOP: Stefan Duscio
Post-Production: Arc Edit
Editor: David Whittaker
Post Producer: Freya Maddock
Colourist: Edel Rafferty
Online Artist: Eugene Richards
Music: Cornel Wilczek (Electric Dreams)
Sound: Sam Hopgood (Bang Bang Studios)
Photographer: Hugh Peachey
Stylist: Sarah Banger
End-frame: The Producers
Photographer: Jessie Smith
Media Agency: OMD
13 Comments
The old comparison technique, ground breaking. You could have this or you could have that. You could put effort into an exciting idea, or you could have this.
Great idea. Great casting. Nicely shot too. Top work all round.
This is so good. Really funny moments and such strong dialogue. Awesome. More awards on their way to Ogilvy Melbourne.
Honestly, AAMI would be better pulling the plug on this one now and re-running anything from the last few years. I’m curious as to what went wrong here. Did the team struggle to recreate the magic whilst in isolation? It just looks like it was made by a new agency with no idea how to keep the brand humor alive and engage an audience. All the product benefits in the world won’t make a difference if no one pays attention.
I think you are overly critical. Worked well and voice over was great. Reminds me of arthouse cinema. Well done the entire team.
Well done all involved
Not even the comedic (and advertising) talents of the director could save this spot. Like most AAMI ads, it’s so self-consciously an ad that no real humour or light shines through. Once again, the writing lets it down.
It’s as if they got a good director to recreate an insurance brochure. I feel for Nick. I can’t imagine this is going to sit on his reel
I don’t think it’s really been a year for reel work for anyone, whether you’re a creative or a director. It’s a year where you’re either not working or you’re making the best of what little is going around.
Fantastic to see such clever advertising. Different, fun and appeals to a different audience when compared to previous AAMI adverts. Times are changing and adverts need to be more clever in getting brand recognition. Awesome work from the agency!
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This is a beautifully crafted spot from the script to the visual detail to the performances to the final grade. And all during Covid? Hats off.
Once again it’s the characters names that are the funny bit.
Can Your Bank? Does Your Bank?
Commbank Can. AAMI Does
Sounds awfully familiar….