Ad Nut
Mar 18, 2024

Ogilvy finds humour in a nation’s quirks for new AAMI spot

AAMI's latest campaign celebrates the unique aspects and hurdles of the land down under, set against the prose of iconic Aussie poem ‘My Country’.

In the whimsical world of advertising, where the mundane morphs into the magnificent and the ordinary into the extraordinary, there sometimes emerges a gem that stops Ad Nut in Ad Nut’s tracks.

Ad Nut is talking about this minute-long spectacle by insurer AAMI. The video—by agency partner Ogilvy—may be a raw, unfiltered ode to the country's rugged beauty and untamed spirit, but it’s not without a twist.

You see, no country is just made of picturesque landscapes and perfect moments. Well, this country in question is also made up of extreme weather cause by droughts and flooding, terrifying ‘wildlife’, or a seagull casually attacking a peaceful bicycle ride. What makes any country is its quirks—often challenging, sometimes humorous. The video ends with a reminder that AAMI could be a ‘companion you didn't know you needed’ amid these everyday challenges. The visuals are made even funnier juxtaposed by prose from legendary Australian poet Dorothea Mackellar’s iconic poem ‘My Country’.

Ogilvy Melbourne ECD Hilary Badger, says: “This latest campaign has used a fun and laconic Australian tone [and] Mackellar’s widely recognised reflections mixed with some visual humour.”

This spot marks a shift from the insurer’s previous ‘AAMI Does’ platform that has been in market since 2020. This new direction titled ‘Lucky You’re With AAMI’, will extend across TV, cinema, BVOD, online, OOH, audio, and digital display.


Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content 
Toby Gill: AAMI Brand & Marketing Manager
Liza Friedman: AAMI Marketing Lead
Lisa Marshall: AAMI Marketing Specialist
Sally Frank: AAMI Marketing Specialist
Amy Wagner: AAMI Marketing Specialist

Strategy & Creative Agency: Ogilvy Australia 
Production: Hogarth
Media: OMD
Production Company: Revolver
Director: The Glue Society
Post-Production: BlockheadVFX
Sound & Music: Otis
OOH Location shoot: Hart & Co
AAMI women studio shoot: Stefan Wellsmore 
End frame/motion shoot: O’rourke & Gates
Retouching: 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'.


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