Staff Reporters
Apr 9, 2013

AAMI promotes safe driving with embarrassing '80s hair, decisions

MELBOURNE - Auto insurer AAMI is reminding parents that they didn't always exhibit good judgment in a campaign promoting a safe-driving course for beginning drivers.

wide player in 16:9 format. Used on article page for Campaign.

In one of the 'Remember when' TVCs, by Badjar Ogilvy (part of Ogilvy Melbourne and STW), an odd encounter at an intersection causes a mom to blush when she's reminded of the bad hair and questionable behaviour of her own youth. In another, a straightlaced dad is challenged to a race by an alter ego with a free-flowing mane (below). 

“When we look back at our youthful years we all cringe a little—not just about our sense of fashion and style (or the lack of hair for some of us today) but our behaviour behind the wheel," said Badjar Ogilvy creative group head Nicholas Desira. The brand hopes the campaign will strike a chord with parents while promoting its Skilled Drivers Course, which educates drivers under the age of 25 in exchange for a 10 per cent discount on the insurance premium.

The campaign, launching this week, will appear across TV, press, outdoor and digital media.


Director: Nick Ball
Producer: Fiona McGregor
Production Company: Finch
Creative Group Head: Nicholas Desira
Art Director: Jesse McCormack
Copywriter: Lenna Boland
Agency Producer: Lauren Free

Related Articles

Just Published

1 hour ago

Unflinching sexual-violence campaign conveys harsh ...

One in seven Hong Kong women has been the victim of sexual violence, says a hard-hitting campaign for local organisation Rainlily by Dentsu International agencies.

1 hour ago

Campaign Crash Course: How to crack B2B marketing

While most agencies have historically focused on the massive opportunity to provide marketing services for consumer-facing clients, there has been a recent surge in interest in the B2B arena. Here are important pointers on creating an effective B2B strategy.

2 hours ago

Which UN Sustainable Development Goals matter most ...

TOP OF THE CHARTS: Finding decent work, economic growth, reducing inequality and climate action all rank highly. See which UN SDGs are of highest concern in Australia, China, Hong Kong and Singapore.

2 hours ago

The Malaysian artist who ‘paints without a brush’

INSPIRATION STATION: Red Hong Yi has been making waves with stunning, thoughtful pieces using everyday objects.