AAMI launches new ‘Clangers Happen, Lucky You’re with AAMI’ campaign via Ogilvy Melbourne
AAMI has launched a new full-integrated campaign ‘Clangers Happen, Lucky You’re with AAMI’ via Ogilvy Melbourne.
The campaign leverages AAMI’s AFL Sponsorship & Channel 7 AFL Broadcast sponsorship and highlights how clangers happen, in football and in life. And when a clanger happens it’s lucky you’re with AAMI, who are there to help you recover.
AAMI, which is part of Suncorp’s network of brands, launched its campaign in April across Channel 7’s AFL broadcast and social media with AAMI’s ‘Clangerfesto’, an epic footy promo with a twist which celebrates the humorous role clangers play in Australia’s beloved game.
The campaign will also see the release of two TVCs featuring footy stars and footy fans, showing that clangers happen not just on the footy field, but in life too – reinforcing that when clangers happen in life, AAMI Home & Contents and Car Insurance is there to help you recover.
The campaign also extends through social, digital and out of home across the entire AFL season and includes integrated AAMI branded content & segments during Channel Seven’s AFL broadcast on Thursday nights, Friday nights and Sundays.
Toby Gill, manager marketing at AAMI, said the campaign highlights to our customers that mistakes can happen, and AAMI is here to help them recover: “Clangers remind us that we all make mistakes, even our footy heroes. And for us they’re the perfect link between the game that Australia loves and the promise that AAMI delivers to help Australians prevent and recover from life’s little or big mishaps.
“When our customers are faced with life’s little clangers, AAMI is there to help them recover.”
Says David Ponce de Leon, executive creative director, Ogilvy: “We are very proud of our association with AAMI and the AFL, including the Channel Seven AFL broadcast. In an AFL game everything and anything can happen, no matter how good your team is, or how skilful the players are. There’s always an unexpected nature to any AFL game and it was based on this insight, that the ‘clangers’ idea came to life.”
Client: AAMI
Executive General Manager Brand & Marketing Suncorp: Mim Haysom
Executive Manager Marketing Insurance: Mark Behr
Manager Marketing, AAMI: Toby Gill
Go To Market Lead: Olivia Rourke
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Tom Russell
Senior Art Director: Axel Tagg
Head of Film & Content: Susannah George
Head of Strategy: Virginia Pracht
Group Account Director: Milly Scott
Senior Account Director: Sam Newton
Account Manager: Eliza Whyte
Senior Social Creative: Julia Stretch
Media: OMD Sydney
Business Director: Thad King
Account Director: Alex Englis
Senior Manager, Sports Sponsorship: Nick Hurley
Account Manager: Joe McCabe
Production Company: Rabbit
Content Director: Al Morrow
Executive Producer: Lucas Jenner
Producer: Alice Grant
Director of Photography: Germain McMicking
Editor: Bernard Garry at The Editors
Post Production: The Editors
Sound: Sam Hopgood at Bang Bang Studios
Casting: 2 Divas
36 Comments
5 guys on the couch watching the TV and it’s the woman’s job to clean up their mess.
Surely this point was brought up in an internal meeting?
It’s a real shame isn’t it. You just think in today’s day and age people would research what a Clanger is don’t you? Pretty sure it’s a turnover not an accident isn’t it Lingy?
No mate, a clanger is a blatant, unforced error.
A turnover is when you turn the ball over. A clanger could result in a turnover, but so can many other things.
A simple bit of research could tell you that.
Men, men, men, men. Menly men. “Just grab the broom and turn the alarm off darl”
Poorly written. Poorly made.
Well. It made me laugh!
Good old bloke humour during the footy. It’s like a not so funny beer ad.
Well written as always Lenns! Good job
Can I have my campaign back please.
https://youtu.be/Nm5lTIjGwZI
It’s an ad. But it’s nice to see a campaign with a shelf life of more than 5 minutes….
Fetch the international sugar coated symbol against hate speech before this gets out of hand!
Dear PC police,
Footy fans don’t care for political correctness.
Regards,
The Footy Show
P.S. Tighten the copy by dropping ‘commit a’ in the middle, and ‘home & away’ at the end. Good ad nonetheless, play on.
1. This is practically the same as that HBF ad
2. Anyone saying Dear PC police, regards The Footy Show. Should probably check out which show just got axed today because it’s out of date and no longer funny.
Stick to solving world peace with chocolate
The Footy Show got axed because its ratings tanked since losing the “out of date” line up I assume you’re referring to. You know, the “out of date” one that people actually watched. So I guess your comment was a bit of a clanger, wasn’t it?
this needs a symbol.
Haha way better than the Cadbury anti-racism stuff that’s for certain
This would have been an ok ad about 6 years ago. It’s funny how times change.
As a footy bloke this is spot on. However, I do understand the negative comments about just men in the couch with the girls coming to rescue their burned food
Pretty much what you expect from old Slowgilvy, they’ll continue to put out work like this until they get merged with AKQA to spice things up, but by then the rest of the industry will have moved past them again and they’ll be left making this sort of stuff in VR. How drab.
The AAMI work is invariably muddled and bad. This is no exception.
At least, unlike the symbol debacle, this is just another drab, stilted ad out of the AAMI sausage machine.
I was going to write a bad comment just because I hate Ogilvy for their Cadbury work but this actually made me smile so I changed my mind.
As a bloke this cheap, dumb humour doesn’t appeal to me and I bloody love my footy. It’s offensive to men. Believe it or not we don’t behave this way. It’s why footy show ratings have dropped.
A sign of a non-progressive brand.
All the stereotypes in one.
Imagine reversing the roles in this ad for a second. Bunch of silly girls watching a ‘chick show’ to dumb to realise smoke in kitchen. Bunch of guys come to the rescue.
Was just reading through who is responsible for this. Can someone explain what a “Senior Social Creative” is please?
The persons surname says it all, their title is a bit of a Stretch.
Funny ad, seems to work better than the other kids bedroom AAMI ad I’ve seen lately, at least this ones funny.
@RM – Umm… isnt that exactly the premise of those fucking awful Ultra Tune ads??? Three halfwit women who break down in a car and need a man to save them? That is WAY worse than this scenario, if we’re talking about portraying sexism. Let’s be a little honest about gender stereotyping and what the outcomes actually become when executed in TV commercials.
I dunno what the fuss is all about – I don’t see this ad as ‘women being forced to clean up after men’. If anything, it’s more about how on top of everything women generally are. AAMI girls save everyone from deserted drag queens to families with missing roofs to idiots who’ve reversed into swimming pools. Can we not pile on the one time it happens to be a group of blokes too preoccupied with whats on TV to not burn their food? For the record, I have personally done this so many times, my teeth should be whiter from all the charcoal Ive eaten. I think there is an honest truth in it.
It’s easy to see how a brand ended up here. You’ve built a formulae that revolves around the same skinny brunettes as a metaphor for service. It might have been ok 5 years ago, but in today’s climate it probably should have evolved to represent the diversity within AAMI, race, sex, orientation etc. And that may have resulted in an interesting campaign that could do some good cause related work. Instead it looks like old white washed creative from an agency that awkwardly lacks creativity.
ewwwwww!
This sucks.
Call me dumb, but I really don’t get this.
If I burn food in my kitchen, how will having AAMI Home and Contents Insurance help me?
Fuk.
A few dudes on a couch watching footy.
Insurance saves the day.
Not that hard, and not that deserving of so much hate.
Looks like a 5 min idea for a year long campaign extension SMH
See the name.
actually one of the better aami tvc’s i’ve seen recently
Can the agency and director stop commenting? We know you like it.
My dog gets so scared during this ad and runs to the other side of the house (not a fan of smoke alarms). Have to keep a remote control near to mute the tv when it comes on.