A family stranded in Ship Creek, over-enthusiastic nans in gold leggings, and broken heels in Broken Hill.
AAMI has extends its memorable 'Not Very Insurancey' brand platform with a series of new content via Ogilvy, Melbourne.
The latest campaign features AAMI's Motor Roadside Assist, Home Complete Replacement Cover, and the AAMI SmartPlates App, delivering a service-first message with a combination of traditional storytelling and trademark humour.
Says Michelle Martinis, executive brand and marketing manager, AAMI: "Whether it be service, products or innovative apps in a highly competitive category, our standard of cover, service and innovation is squarely focused on delivering to customer needs, and strives to be market-leading. And that, we believe, is what makes us different. In fact, insurance delivered in a 'Not Very Insurancey' way is core to AAMI's communications and brand platform, with memorable and engaging stories, full of character and colour, for all Australians to identify with and enjoy.
"Our latest round of creative developed in partnership with Ogilvy Melbourne delivers more loveable characters and more 'Danke Schoen', with our famous 'AAMI girls', coming out to the rescue and heading out into the world to help customers in need."
Says David Ponce de Leon, ECD, Ogilvy Melbourne: "This continues to prove why AAMI is not your average insurance company. This is classic AAMI storytelling, human truths and light-hearted humour. Throw a bit of Wayne Newton, a quirky nan, some feathers and glitter, and a couple of fun loving characters into the mix and you're bound to end somewhere really special."
The new AAMI spots are on air nationally, with more surprises to come.
Client: AAMI Head of Brand Marketing: Tim Hernadi Executive Manager, AAMI Brand and Marketing: Michelle Martinis Marketing Team: Anthony Russell, Toby Gill, Nykkea Volkers, Catherine Bloxsom, Angela Grogan
Agency: Ogilvy, Melbourne Executive Creative Director: David Ponce de León Senior Copywriter: Lenna Boland Senior Art Director: Ryan Clayton Head of Strategy: Gavin MacMillan Business Director: Belinda Danks-Woodley Account Director: Belinda Bassingthwaighte Account Manager: Jessica McColl Agency Producer: Jennie McCartney Media: Starcom Production Company: Robber's Dog Director: Adam Stevens Producer: Mark Foster DOP: Lachlan Milne Production Manager: Justine Pitcher Production Designer: Lucinda Thomson Editor: Tim Parrington - The Butchery Grade: Martin Greer - The Refinery Audio Post: Sound Lounge Sound Design: Sam Hopwood Music: Danke Schoen - Wayne Newton