Ogilvy’s brief from AAMI was to produce something outside the square. On top of Rhonda? And twice?
The agency kicked two goals nonetheless.
Brendon Guthrie, executive creative director, Ogilvy Melbourne, said “We are extremely fortunate to be working with a client that was prepared to really push the boundaries in the sector.” It’s quite likely to be reciprocal.
Ogilvy’s work stands out in a cluttered sector that tends to lead with its reasoning, by presenting just one emotional trigger per ad. The result: two ads with a striking point of difference.
The new AAMI spot for income protection has fun with the awful idea of living without an income.
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The commercial for life insurance makes light of the horrors you put yourself through to please your kids.
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What is really clever about these ads is how each does so. Each ad focuses intensely on the emotion created by a moment – and it does so by showing a tiny piece of action in very slow motion. That’s where the part that Finch director, Nick Ball, played deserves hearty applause.
The 30 second TVCs went to air on May 5 across free to air and paid TV and are supported by video content (YouTube & Pre-rolls) and digital display.
Brendon Guthrie, executive creative director, Ogilvy Melbourne, recounted that the key creative challenge for both products, but in particular life insurance, was to work out a way of executing a delicate subject in a humorous, light hearted way that stayed true to the AAMI brand.
“The Life Insurance campaign is particularly ground breaking,” Guthrie added. “It’ll tip the category on its head by talking about a traditionally taboo topic in such an emotive and entertaining way.”
Richard Riboni marketing manager, AAMI, added, “The campaign deliberately sets a new course for AAMI’s life insurance products; one that is bold and confident and will go a long way to achieving our objective of creating impact and cut through in a category that’s typically staid and predictable.
“This campaign provides an opportunity to evolve the AAMI brand beyond just being considered as a car, business or home insurer. Creatively it leads the brand into slightly new territory, further distinguishing ourselves from our competitors and will clearly resonate with our target audiences.”
Creative credits:
Agency: Ogilvy Melbourne
Chief creative officer: Steve Back
Executive creative director: Brendon Guthrie
Senior copywriter: Lenna Boland
Art director: Jesse McCormack
Agency producer: Jennie McCartney
Production Company: Finch
Director: Nick Ball
Producer: Camilla Dehnert
