AAMI’s long-standing relationship as official major partner of the AFL and AFLW has provided a wonderful segue for Ogilvy to create a warm and human extension to its ongoing Lucky you’re with AAMI campaign.
The commercial is an entertaining montage of the quirky things that go wrong with Aussie Rules footy, at both professional and community level that ends with a dad kicking a football into a gutter that smashes the windscreen of his car. It plays on the fact that footy is an Australian passion to gain attention and bond AAMI with its audience with its humorous portrayal of the unique challenges that footy brings to both professional and community players.
When our game has its moments reinforces how Australia’s largest national Insurer is a part of Australian life and how, when things go wrong, it’s Lucky you’re with AAMI. The campaign reminds the audience of the insurer’s long-standing relationship with the AFL and AFLW.
Ogilvy Melbourne executive creative director, Hilary Badger, stated “Fans have a deep love for AFL – it brings people together with a one-eyed passion that’s unmatched anywhere. But things do go wrong sometimes. Sometimes that thing is a football connecting with your car. That when it’s Lucky you’re with AAMI.”
When our game has its moments is the third iteration of a new AAMI brand platform first launched in March, positioning the insurer as the go-to for cover when Australian life happens. The second iteration, When our athletes are in the making, went live in July.
“We’re proud of our long association with the AFL and AFLW, and our ability to understand the particular challenges that our customers face, even those created by a wayward footy,” stated Mim Haysom, EGM Brand & Customer Experience Suncorp. “We know Australians are less interested in the details of insurance – they just want it to be simple. So they can get back to the game we all love so much.”
When our game has its moments is running on TV, with BVOD, streaming, OOH, social, radio, and press live from next week.
Credits:
Client: AAMI (Suncorp)
CMO & EGM Brand & Customer Experience: Mim Haysom
Head of Brand & Content: Rapthi Thanapalasingam
AAMI Brand & Marketing Manager: Toby Gill
AAMI Marketing Lead: Liza Friedman
Mass Brands Marketing Specialist: Breanna Webster
EM Group Sponsorships & Community: Jenny Hutchison
Sponsorship Lead: Gabrielle Emmett
Sponsorship Specialist: Susie Turner
Strategy and Creative: Ogilvy Australia
Media: OMD
Production: Hogarth
Production Company: Scoundrel
Director: Tim Bullock
VFX: Blockhead VFX
Sound: Squeak E Clean Studios
Media: OMD Retoucher: Aaron Foster @ Studio ADFX
MCG photograph supplied by: MCG
Northern Territory photograph supplied by: Colin Uren
