The trick with insurance advertising is making the need for one brand’s insurance personal. Leo Australia has nailed the brief for AAMI by owning culture’s legend of balance in the universe. One person’s win is balance by another’s wobble. A kind of luck yin and yang. The legend’s veracity is endorsed in the hero commercial by a very Aussie storyteller – “While you’re having a rippa, someone else is having a shocka. Yeah, it’s all connected. And you never know which end of the stick you’re going to get,” he notes. And a series of relatable win and wobble stories juxtaposed against each other.
The new campaign is the latest chapter of the national insurer’s Because Australia brand platform, extending its theme that the lucky country isn’t always lucky. This time, while Australia may be known as the lucky country, there’s only so much luck to go around.
The full campaign covers TV, online, OOH, social, cinema, digital, radio, and in stadiums, with media led by OMD.
Mim Haysom, EGM brand and customer experience at AAMI parent, Suncorp, stated,“AAMI recognises life can be unpredictable – from the lucky everyday moments of quintessential Aussie life to the unlucky times when our customers need us the most; AAMI is there to support and make it easier. There’s no insurance brand in Australia better placed to reflect the unique realities of Australians’ lived experiences. That’s something this campaign does so well, whilst reinforcing our enduring brand line “Lucky you’re with AAMI” and strengthening our position as Australia’s national insurer.”
Tim Woolford, executive creative director, Leo Australia, added, “We love the way this new campaign builds on the idea of the lucky country with a new twist – because who doesn’t love a bit of straight-up Aussie pseudo-science? The idea that there’s only a finite amount of luck to go around is the kind of tall tale you hear around a campfire, so working with Australian actor David Field to be that whimsical narrator was a real highlight.
Credits
Client: AAMI [Suncorp Group]
EGM Brand and Customer Experience: Mim Haysom
Head of Brand and Content: Rapthi Thanapalasingam
AAMI Marketing Manager: Julia Reimnitz
AAMI Marketing Lead: Liza Friedman
AAMI Marketing Specialist: Lisa Marshall
Creative Agency: Leo Australia
CEO: Clare Pickens
Chief Creative Officer: Andy Fergusson
Executive Creative Director: Tim Woolford
Creative Director: Michelle Walsh
Senior Art Director: Madeleine Batkin-Walkerden
Chief Strategy Officer: Catherine King
Group Strategy Director: Mitch Hunter Chief
Client Partner: Amanda Wheeler
Group Business Director: Hannah Austin
Business Director: Tash Tollo
Publicis Production
Executive Producer: Justine Dooner
Production Company: Scoundrel
Director: Tim Bullock
Executive Producers: Adrian Shapiro & Kate Gooden
Producer: Charlie Taylor
DOP: Crighton Bone
1st AD: David Lethem
Production Manager: Amanda Yu
Production Designer: Neville Stevenson
Casting: i4 Casting & Nick Hamon Casting
Editing: Adam Wills
VFX & Post Production: Fin Design & Effects
Colourist: Matic Prusnik
Music + Sound: OTIS
Media Agency OMD Australia
