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AAMI is 'Not Very Insurancey' in Latest Brand Campaign from Ogilvy Melbourne

Finch's Nick Ball directs hundreds of AAMI girls in latest ads

AAMI is 'Not Very Insurancey' in Latest Brand Campaign from Ogilvy Melbourne

AAMI has unveiled its much anticipated major new brand campaign and position, which sees the leading insurance company move away from its long-running and successful Neil and Gaz executions.

Developed by Ogilvy Melbourne – AAMI’s agency for more than 12 years – the new campaign launches ‘Not Very Insurancey’ across a range of executions.

And for the first time in the company’s history, the recognisable ‘AAMI girl’ and her colleagues come out from behind the desk to star in the campaign, demonstrating exactly why AAMI is not your average insurance company.

“In a highly competitive category, AAMI has delivered trusted service for more than 40 years. Over the decades the AAMI girl, in various guises, has always been there; her turn, her headset, her smile. In many ways, she’s an AAMI brand icon, instantly familiar to all Australians,” explained AAMI’s Executive Manager Marketing, Josh Wittner.

“The decision to utilise this brand icon in our latest campaign provided another opportunity for AAMI to create a meaningful connection with customers, while still using our trademark humour.  We have no doubt this will resonate with our customers and be highly memorable in a marketplace where people may only think about their insurance once a year.”

Ogilvy Melbourne’s ECD David Ponce de Leon said the use of the AAMI girls helped to provide a “humorous and unexpected approach to the creative”.

“In launching our new brand platform it seemed it was finally time to do something with the power of AAMI’s recognisable brand asset, the AAMI girl. And bring her to life, in an unexpected, bold and fun way.  In a ‘not very insurancey’ way,” he said. 

“The launch execution using the AAMI girls is the ultimate celebration of the brand and what it offers, its past legacy, and its continued relevance for the future. A brand that takes insurance seriously, but not themselves.  It’s very, very, AAMI.”

Several TVCs have launched, with Cinema, OOH, digital, social and radio rolling out over the coming weeks.  The ‘Not Very Insurancey’ platform is expected to be utilised for the next 12-18 months, with a range of executions to launch during this period.

Creative Agency

Account Manager: Rebecca Lawler

Art Director: Karsten Jurkschat

Executive Creative Director: David Ponce de Leon

Account Director: Belinda Bassingthwaighte

Producer: Jennie McCartney

Creative Agency: Ogilvy Melbourne

Strategy Director: Gavin MacMillan

Senior Copywriter: Lenna Boland, Scot van den Driesen

Senior Art Director: Sally Hastings

Media Agency

Media Agency: Starcom

Music and Sound

Audio Post Production: Sound Lounge

Music Production: Danke Schoen – Wayne Newton

Sound Design: Sam Hopgood


Editor: Drew Thompson @ Method Studios

Post Production / VFX

Grade: Ben Eagleton @ BE Colour

Post Production House: Blockhead

VFX Supervisor: Setfan Coory @ Blockhead

Production Company

Director: Nick Ball

DOP: Jeremy Rouse

Executive Producer: Corey Esse, Karen Bryson

Production Company: Finch

Production Designer: Neville Stevenson

Category: Finance/insurance , Insurance

Genre: Comedy