AAMI, the not very insurance-y insurance company, has been delivering wonderful, not very insurance-y stories to Aussies for three years now via Ogilvy Melbourne. Stories about human foibles, with lovable characters in humorous situations that are all too real.
Since the beginning of the year, there have been the story of Lorraine, a light-fingered cat, whose gifts of love for her owner come from the neighbours (without their permission), promoting Contents Insurance for renters; Excalibur, about an apprentice tradie who’s not yet as handy as he needs to be, for Business Insurance for tradies; and Like a Leopard, about that most perilous school athletics competition, the parents’ three-legged race, for private health insurance.
Now there’s Karate Camilla, whose dad lacks the dexterity he’s trying to give his daughter.
David Ponce de Leon, executive creative director, Ogilvy Melbourne, commented, “Our brief was to create something different for AAMI Life Insurance, a notoriously touchy subject. Lucky for us, we ended up with so much more; Life Insurance delivered in a very Not Very Insurancey way. Yet another demonstration why AAMI is not your average insurance brand.”
Michelle Martinis, executive manager, AAMI Brand and Marketing said: “Our comedic ‘Karate Camilla’ content is designed to both engage in a way that reflects our brand’s unique personality, and remind parents that as much as they can work to support and protect their kids now, they should never forget to protect their future.”
The new spot is running on TV, YouTube, Facebook and other social channels and customer communications.
https://www.youtube.com/watch?v=TTu9vTkZc-4
View the rest of the campaign:
https://youtu.be/6XFz-kncUtE
https://youtu.be/Gv9oN7JDydI
Credits:
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Senior Art Director: Ryan Clayton
Head of Strategy: Gavin MacMillan
Planner: Rebecca Heard
Head of TV & Film: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Senior Account Manager: Jessica McColl
Social Media Manager: Julia Stretch
Production Company: Goodoil Films
Director: Dave Wood
DOP: Shelley Farthing-Dawe
Executive Producer: Mark Foster
Executive Producer: Simon Thomas
Producer: Lee Thomson
Editor: Tim Parrington @ The Butchery
Grade: Martin Greer @ The Refinery
VFX: Eugene Richards @ The Refinery
Audio Post: Bang Bang Studios
Sound Design: Sam Hopgood
Media: Starcom
Client: AAMI
Head of Brand Marketing: Tim Hernadi
Executive Manager, AAMI Brand and Marketing: Michelle Martinis
Manager, Product Marketing (Health & Life): Potta Findikidis
Marketing Manager, AAMI Customer Sales: Anthony Russell
