It’s the classic insurance ad disaster scenario – with the cutest twist. DDB Aotearoa has given AA Insurance a mischievous seal pup hearthrob in the 8th instalment of the platform, Live a Little Freer.
The campaign plays on the very familiar ‘what-ifs’ that play on homeowners’ minds after leaving the house. Celia, the lovable seal plays out those doubts, sneaking into a Kiwi home and unleashing playful chaos – overlaid with the humour of the classic track, Born Free. The scenario was inspired by a humorous true story, when a young seal wandered into a family home in Mount Maunganui through their cat door in 2022. The campaign underlines the freedom and peace of mind of being protected by AA insurance.
“Celia brings to life those little worries homeowners have in a way that’s fun and engaging,” stated Veronica Copestake, creative director at DDB.
Minna Reinikkala, senior brand, content & sponsorship manager at AA Insurance, added, “This campaign is all about reassuring Kiwis that AA Insurance has them covered, so they are free to go about their daily lives.”
The animated seal was brought to life by Good Oil & Blockhead. “We wanted to create a character that is as endearing as she is cheeky, and we hope New Zealander’s fall in love with Celia as much as we have,” stated Adam Gunser, director at Good Oil.
The campaign launched on Monday September 15 2025 with a 30- and 15-second TVC, outdoor, digital and social assets.
Credits:
Client: AA Insurance
Chief Product & Marketing Officer: Shaun Rees
Senior Manager – Brand, Content & Sponsorship: Minna Reinikkala
Brand Lead: Amanda Hogg
Creative Agency: DDB Group Aotearoa
Production Company: Good Oil
Director: Adam Gunser
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
DOP: Marty Williams
Editor: Simon Price
Post Production Company: Blockhead VFX
Sound Design: Miller Christensen-Yule
Music Licensing: Jonathan Mihaljevich @ Franklin Rd Music & Sound
Media Agency: OMD
