How many commercials for small business have you seen that show real small businesses in their day-to-day lives? Small businesses may be important, but they don’t make for riveting viewing. Ogilvy Melbourne and director, Uncle, show small businesses in their commercial too, but visually it’s anything but ordinary. The quirky spot shows businesses in hyperreal sets and uses the single-shot technique to highlight their connectedness. They’re “business like yours” and they’re linked by using AAMI. The national campaign shows the broad range of small businesses that AAMI covers and underlines its expertise as a small business insurer.
David Ponce de Leon, executive creative director, Ogilvy Melbourne, explained, “This new campaign brings to life the full breadth of businesses covered by AAMI, as well as demonstrating the day-to-day connectedness of businesses, and how they all rely on each other. A sugary treat from the candy store is often followed by a trip to the dentist. A clumsy spill at a restaurant can lead to a visit to the dog groomer. All these businesses are connected in life and through their business insurance with AAMI.”
Toby Gill, AAMI marketing manager, stated, “This is a new direction for our SME insurance product, and it comes to life beautifully in this new spot. Whether you own a market stall or a dental clinic, a restaurant or a dog grooming salon, our SME insurance is designed to cover businesses just like yours.”
Mim Haysom, chief marketing officer and executive general manager, brand and marketing at Suncorp Group, commented, “AAMI covers an incredibly wide range of businesses across Australia, so we understand that no two businesses are the same, and we offer great-value cover to suit their needs.”
The full campaign includes online, social, radio and customer communications.
Credits:
Client: AAMI (Suncorp)
CMO & EGM Brand & Marketing: Mim Haysom
Head of Mass Brands & Sponsorships – Brand & Marketing: Rapthi Thanapalasingam
AAMI Brand & Marketing Manager: Toby Gill
AAMI Marketing Specialist: Breanna Webster
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Group Creative Directors: Lenna Boland & Ryan Clayton
Senior Copywriter: Patrick Trethowan
Senior Art Director: Lee Phillips
Strategy: Zac Martin
Head of Production: Susannah George
Senior Producer: Maria Borowski
Group Account Director: Angus Pearce
Senior Account Director: Benedict Smith
Account Director: Kirstie Ly
Senior Account Manager: Cherry Lin
Head of Print Production & Studio: Brendan Hanrahan
Production Company: AIRBAG
Director: UNCLE
Executive Producer & Producer: Martin Box
DOP: Aaron Mclisky
Production Designer: Steven Jones Evans
Post-Production: ARC EDIT (Offline)
Editor: Graeme Pereira
Post-Production: Fin Design + Effects (VFX & Flame)
VFX Supervisor: Mikey Brown
VFX Executive Producer: Jess van Roosendaal
Colourist: Ben Eagleton
Music: Otis Studios
Sound: Joe Mount @ Electric Sheep
