Ad Nut
Jul 10, 2024

AAMI targets 'athletes in the making' in insurance campaign

The unique challenge of kids pretending to be their favourite sports heroes is accurately and endearingly captured in this film by Ogilvy Australia.

As we move towards the biggest sporting event of the year—the summer Olympics—it seems Ad Nut isn't the only aspiring athlete practicing at home. 
 
Young people are especially inclined to try and imitate their favourite sports stars, but when young athletes’ aspirations exceed their skill, it often creates a unique challenge for households.
 
And so Australian insurance company AAMI has launched its latest campaign with a TVC that shows just what can go wrong when kids set about pretending to be their favourite sports heroes.
 
Got an athlete in the making? Lucky you're with AAMI says the new campaign as the film shows a number of kids attempting to copy their favourite athlete at home and how quickly things can go awry. We see one young kid treating living room furniture as if it's a hurdle course; another attempting to swim in the bath tub as if were an Olympic swimming pool, and another throwing a discus that ends up smashing a window. 
 
 
We've all been there. At least Ad Nut has, whose own athletic career has been more defined by miscalculated errors than triumphs. 
 
It's a well-crafted and well-timed film from the insurance company. Developed by Ogilvy, it makes for an amusing watch as it's all too relatable, if not inevitable in the coming weeks as the upcoming Olympics will no doubt capture the imaginations of young people everywhere as they recreate their own fantasy Olympics in living rooms across the world. 
 
Ogilvy Australia ECD Hilary Badger said: “Kids love pretending to be their favourite sporting heroes. Especially when the world’s biggest sporting event is about to happen. Realistically, though, they don’t have the silky skills of their heroes. But when things go wrong, the parents of Australia can take comfort if they’re covered with AAMI.”
 
AAMI's head of brand and content, Rapthi Thanapalasingam, continued: "At a time when most of Australia will be unified around supporting our athletes, we want to reinforce how Australia’s leading national insurer is there to support our little athletes in the making when things don’t quite go to plan.”
 
Ad Nut could certainly use an insurance company when practicing... and most probably an ambulance too. The athletic prowess of this old nut has definitely seen better days. 
 
CREDITS
 
Client: AAMI (Suncorp)
CMO/EGM brand & customer experience: Mim Haysom
Head of brand & vontent: Rapthi Thanapalasingam
AAMI brand & marketing manager: Toby Gill
AAMI marketing lead: Liza Friedman
Mass brands marketing specialist: Breanna Webster
AAMI marketing specialist: Sally Frank 
 
Strategy & creative agency: Ogilvy Australia
Production: Hogarth
Production company: Scoundrel
Director: Tim Bullock
VFX: Blockhead VFX
Sound: Squeak E Clean Studios
Media: OMD
Photographer: Chris Tovo
Retoucher: Aaron Foster @ Studio ADFX
 
Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.
 
Source:
Campaign Asia

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