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.

AAMI launches new ‘Clangers Happen, Lucky You’re with AAMI’ campaign via Ogilvy Melbourne

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

AAMI launches new ‘Clangers Happen, Lucky You’re with AAMI’ campaign via Ogilvy Melbourne AAMI launches new ‘Clangers Happen, Lucky You’re with AAMI’ campaign via Ogilvy Melbourne