AMP Super invites Aussies to ‘get super close’ with their super in new campaign via CHEP
In partnership with CHEP Network, AMP Super has launched a national campaign encouraging Australians to get more involved with their super, by challenging the typical ‘set and forget’ mindset.
The integrated campaign, ‘Get super close to your super’, sees members confiding in AMP about situations typically reserved for a close friend, such as their latest crush or a haircut fail, as well as their superannuation needs.
The scenarios, directed by Damian Shatford at Sweetshop, position AMP Super as an active partner in helping Australians to grow their wealth and achieve their retirement goals, through a range of initiatives like super coaches and digital tools.
The campaign is the first major initiative for AMP Super in many years, launching across TV, out of home, radio, social and digital, and is part of a long-term commitment to help Australians engage more with their super.
Says Melinda Howes, group executive superannuation and investments, AMP: “Our research showed us that many Australians are disengaged from their super and that it’s only when they get nearer to retirement that they appreciate its importance to their quality of life in retirement.
“Through this creative and light-hearted campaign, AMP wants to encourage more people to ‘get close to their super’, so they can make the most of their working years and maximise their retirement savings.”
Says Gavin McLeod, chief creative officer at CHEP Network: “Staying on top of your super is a smart move. To highlight this, we had some fun showing how AMP’s Super Coaches are on call to help you understand whether your barista crush can be your super beneficiary. Spoiler alert: they can’t.”
By encouraging Australians to more actively engage with their super fund, the campaign provides a platform for a national conversation on getting the most out of super well before retirement age.
Client: AMP Super
Agency: CHEP Network
Production: The Sweetshop
Post-production: ARC EDIT
Sound Post Production: Sonar Music
29 Comments
That’s very cool and interesting work for the super category. Well done.
Has anyone involved with whatever this is ever seen an ad before?
This humour and style feel super niche, which can be a hit or miss for brands. Some people—likely those in the agency—will find it hilarious, while others might think it’s just not that funny. It ends up in this awkward middle ground where it’s not quirky enough to stand out and go viral, but also not universally funny enough to connect with the average person. It’s not terrible, but it’s not great either; it just sort of exists in this confusing in-between space.
I’m an average person and I connected to it.
Have you ever written a sentence before?
Ahhhhhhmazing super simple.
All the CHEP haters are eating their words rn.
Sorry but I don’t know what I just watched and I have know idea what it’s all about.
Thought the second ad might explain the first, but nope.
You must be a very silly person if you didn’t get it.
100%. So is AMP now a counselling service? I don’t want to be that close to my super.
It’s another gag-ad for a super company. Birthday cakes and haircuts.
Two of my favourite things Gary, getting my hair cut and eating cake just wonderful
The scripts are overwritten and heavy handed attempts at being quirky. The jokes feel like they’re referencing bits from other ads that the creatives had enjoyed, but didn’t understand the context.
They completely forget to connect the benefit, which I think is maybe that they have real people that listen to you at AMP. Instead, the AMP operators are now their friends and confidants helping them deal with their outlandish personal situations.
Agree. Why would I call my super fund about a hair cut? This misses the mark – and why would that make me want to get close to my super fund? I don’t need to be close to my super fund at all. I need it to perform well and know that it has my back without me needing to be close to it. This is sh%t creative that misses the mark
That sums it up.
I liked it. Better than everything else in the category.
This is the kind of campaign that ruins clients for future agencies. And not in a good way.
What is the good way to ruin clients for future agencies?
Outdoor execution at least explains the idea, even though the idea of calling your super fund about a haircut is dumb. TVC’s looked nice but were SO confusing. Very over-written. Agree with ‘for what it’s worth’ above.
What exactly is this better than? Sure, many of them are ‘safe,’ but consider the target audience and the message they’re trying to deliver. You can be both bold and effective. This, however, is neither.
‘For what it’s worth’ is spot-on.
We all know there have been many examples of ‘oddvertising’ working very well. The result gets the brand embedded into the viewers heads.
This attempt for AMP is just not good enough.
Someone should have had the guts to call this one out early.
If they all believed it was good, then questions need to be asked.
The gags in this are funny on their own, but the link to AMP Super leaves me so confused. Even as someone who works in ads and ex chep I find these pretty missing the link. Sad, because they will likely cost them the client when they don’t perform. Absolutely does not make me want to swap from my current fund.
At least sells the desired benefit.
Lord knows what this is trying to sell.
Really funny scenes, great casting, nicely shot.
But who even speaks to their super fund? Who wants a relationship with a fund whose investments they can’t materially affect anyway?
If these spots were for any other service-based brand, they’d be great. As they are, thanks for the lols and well done to the creatives for polishing this up.
It makes the brand look small,niche and cheap.
“By encouraging Australians to more actively engage with their super fund, the campaign provides a platform for a national conversation on getting the most out of super well before retirement age.”
No it doesn’t.
No, no they’re not. Tired, stereotypical, and first thought. Could’ve tried harder to find more fresh and interesting scenarios.
This is great!
Bizarrely, a lot of criticism here seems to be that people don’t want (or shouldn’t want) to “be close to their super”, which strikes me both an idiotic and irresponsible position to take.
Given something like $39 billion of Australian’s superannuation is currently invested in fossil fuels (doubling since 2021), one might argue keeping a closer eye on your super would be a good thing. Put it this way, AMP have a 10.7% exposure to Market Forces’ ‘Climate Wrecker’s Index’.
That all said, the spots are well-directed and the humour is odd-ball and fun. But I agree the campaign is hardly going to inspire droves of people to suddenly make the switch to AMP. And even if they did, it doesn’t seem wise for AMP to invite their customers to take a closer look at what they’re investing in.
At the end of the day, most Aussies are happy to remain blissfully ignorant about their super – whether that means how it’s performing or what it’s invested in. It just isn’t something enough of us think about, even though its our money and we really, REALLY should.
Super is not compatible with flippancy.
Opportunity missed.