Matthew Miller
Aug 4, 2014

Is AAMI throwing its brand equity out with the bath water?

AUSTRALIA - The line between achieving 'cut through' with edgy creative and grossing out your audience gets tested in a new TVC from Australian auto insurer AAMI and Ogilvy Melbourne.

The company has apparently decided to go in a very different direction than its long-running and successful 'Rhonda and Ketut' series, and we can respect that. But there's always a risk that an edgy execution will create not only awareness but also hostility among the intended audience. The public will have to decide whether the new ad, which dramatises a decidedly icky money-saving strategy, goes too far. 

The TVC belongs to a campaign that will feature several thematically similar TVCs, video content (YouTube and pre-rolls), digital display, outdoor and press, all featuring two characters, Neil and Gaz (played by Adam Dunn and Leon Cain).

In a press statement, Michael McEwan, Ogilvy Melbourne general manager, cited the need for cut through in a cluttered and competitve market, while Richard Riboni, AAMI’s executive manager of marketing, said the campaign's cost-saving message, as well as humour grounded in human truth, will ensure it "resonates with, and appeals to customers".


Executive Creative Director: Brendon Guthrie
Copywriter: AnnaTara Clark-Sneddon
Art Director: Scott Zuliani
Agency Producer: Lauren Free
Director: Nick Ball
Producer: Karen Bryson
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Media: Starcom


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