Ad Nut
Mar 17, 2017

Boas, bling and nan caves: AAMI remains 'Not very insurancey'

The AAMI girls spring to the rescue in the company's latest zany videos.

A simple squirrel at heart, Ad Nut appreciates straight-down-the-line, no-room-for-confusion ads. The latest videos in AAMI’s 16 month old ‘Not Very Insurancey’ campaign, for which it has partnered with Ogilvy Melbourne, are exactly this—with added silliness.

In the first, a couple of dolled-up drag queens tear down a dusty road in Priscilla Queen of the Desert style, in their open-top, fake eyelashes a-flying. Their tuneless singing is interrupted when the car breaks down. But with one tap on their roadside assistance app, a rictus-grin-glad AAMI girl—who will be familiar to viewers from previous AAMI ads—zooms out to fix the problem.

In the next, a couple consider refreshing their home insurance plan and wonder if it’s enough to cover ‘the granny flat’. “Imagine if it wasn’t…” starts the husband—before the ad cuts to a gran-behaving-badly sequence, in which their lives are hilariously ruined because this eccentric pensioner has to come and live with them. The conclusion? “Let’s go with AAMI complete replacement cover.”

As 30-second illustrations of the singsong tagline ‘Lucky you’re with AAMI’, these are playful, memorable and get the point across. Ad Nut wouldn’t go quite as far as one YouTube commentator who claims about the first spot “This ad needs to be on commercial TV 24/7. I don't wanna watch any other ads” (Ad Nut’s suspects she may be in AAMI’s pay)—but grants the brand and agency credit nonetheless for a good fun job done.


Client: AAMI
Head of Brand Marketing: Tim Hernadi
Executive Manager, AAMI Brand and Marketing: Michelle Martinis
Marketing Team: Anthony Russell, Toby Gill, Nykkea Volkers, Catherine Bloxsom, Angela Grogan

Executive Creative Director: David Ponce de León
Senior Copywriter: Lenna Boland
Senior Art Director: Ryan Clayton
Head of Strategy: Gavin MacMillan
Business Director: Belinda Danks-Woodley
Account Director: Belinda Bassingthwaighte
Account Manager: Jessica McColl
Agency Producer: Jennie McCartney
Media: Starcom

Production Company: Robber’s Dog
Director: Adam Stevens
Producer: Mark Foster
DOP: Lachlan Milne
Production Manager: Justine Pitcher
Production Designer: Lucinda Thomson
Editor: Tim Parrington - The Butchery
Grade: Martin Greer -  The Refinery
Audio Post: Sound Lounge
Sound Design: Sam Hopwood
Music: Danke Schoen - Wayne Newton

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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