Ogilvy: So real, so funny, so compelling for AAMI

When you’ve seen all the Christmas ads, along comes a post-Christmas ad so real, so funny and so endearing that you actually think, “Lucky you’re with AAMI”. Even if you’re not.

The AAMI commercial is by Ogilvy, capturing the quirks of the day-after an Aussie Christmas chaos – when that Boxing Day food coma feeling clashes with unexpected events. “The exact time when, if something should go wrong, you’d just want your insurance company to sort it out,” explained Ogilvy Melbourne executive creative director, Hilary Badger.

“It’s of course important for Australia’s leading national insurer to be present at Christmas, which is such a big time of year for our country’s leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands. So, we’ve opted to stand out with a much less saccharine spin on Christmas. It’s an unexpected time to think about insurance, which makes it disruptive.”

When the festivities are over is live now nationally across TV, BVOD, SVOD, cinema, OOH (including large format, small format and special build), social and audio and will run until January 20. It builds on the AAMI brand platform developed by Ogilvy and launched at the start of the year, embracing the quirks and challenges of Australia and reinvigorating AAMI’s long-standing tagline, Lucky you’re with AAMI.

The platform began with the cinematic My Country execution using Dorothea Mackellar’s famous poem, continued with Athletes in the Making, launched in the lead up to the Olympics and in August added, When our game has its moments, celebrating AAMI’s association with Australia’s national sport, AFL.

Suncorp executive general manager, brand & customer experience, Mim Haysom, stated, “We can all relate to the action unfolding in When the festivities are over, it’s a fitting finish to the year and a timely reminder that no matter the situation, it’s lucky you’re with AAMI.”