AAMI’s new campaign shows ‘when the lucky country isn’t so lucky’
"For every win, there’s a wobble. For every fluke, a fail"
“For every win, there’s a wobble”, AAMI’s new brand campaign reminds us, highlighting the theory that while Australia is the lucky country, there’s only a limited amount of luck to go around.
The playfully patriotic work is courtesy of Leo Australia, and shows several scenarios involving relatable Australian activities — catching a big fish, winning the meat-tray at the pub raffle, and scoring the perfect spot in a crowded car park — and the not-so-lucky scenarios that can also occur.
As actor David Field, who plays the commercial’s rather ocker narrator, explains in the ad: “While you’re having a ripper, someone else is having a shocker. Yeah, it’s all connected. And you never know which end of the stick you’re going to get”.
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Mim Haysom, EGM of brand and customer experience at AAMI’s parent company Suncorp, explained the strategy in a media release.
“There’s no insurance brand in Australia better placed to reflect the unique realities of Australians’ lived experiences,” Haysom said.
“That’s something this campaign does so well, whilst reinforcing our enduring brand line ‘Lucky you’re with AAMI’ and strengthening our position as Australia’s national insurer.”
Tim Woolford, executive creative director at Leo Australia, said the campaign “builds on the idea of the lucky country with a new twist – because who doesn’t love a bit of straight-up Aussie pseudo-science?
“The idea that there’s only a finite amount of luck to go around is the kind of tall tale you hear around a campfire, so working with Australian actor David Field to be that whimsical narrator was a real highlight.”
The campaign will run across television, out-of-home, online, social, digital, radio and cinema.
Credits:
Client: AAMI – Suncorp Group
EGM Brand and Customer Experience: Mim Haysom
Head of Brand and Content: Rapthi Thanapalasingam
AAMI Marketing Manager: Julia Reimnitz
AAMI Marketing Lead: Liza Friedman
AAMI Marketing Specialist: Lisa Marshall
Creative agency: Leo Australia
CEO: Clare Pickens
Chief Creative Officer: Andy Fergusson
Executive Creative Director: Tim Woolford
Creative Director: Michelle Walsh
Senior Art Director: Madeleine Batkin-Walkerden
Chief Strategy Officer: Catherine King
Group Strategy Director: Mitch Hunter
Chief Client Partner: Amanda Wheeler
Group Business Director: Hannah Austin
Business Director: Tash Tollo
Publicis Production
Executive Producer: Justine Dooner
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Charlie Taylor
DOP: Crighton Bone
1st AD: David Lethem
Production Manager: Amanda Yu
Production Designer: Neville Stevenson
Casting: i4 Casting & Nick Hamon Casting
Edit: Adam Wills
VFX/Post Production: Fin Design & Effects
Colourist: Matic Prusnik
Music + Sound: OTIS
Media agency
OMD Australia
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