AAMI’s new online video offers viewers the Rhonda back story

Tim Burrowes

October 4, 2013 12:27

AAMI has rolled out the next phase of its “Who’s right for Rhonda?” campaign with the brand’s first piece of long form content around the story.

The branded entertainment piece is a two-and-a-half minute piece of film showing the backstory to the latest ad. It fleshes out details of the romance between safe driver Rhonda and her Balinese boyfriend Ketut, along with the mean girl characters at the school reunion and Rhonda’s predatory new beau Trent Toogood.

The campaign has been created by Ogilvy Melbourne.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

Black Tooth Grin 4 Oct 13

This sell insurance how?

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TheFacts 4 Oct 13

Oh please end the Rhonda saga. Please let it be over. It’s done. The first 2 commercials were good but the last few are just painful. Let it die

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Yes 8 Oct 13

as an unabashed lover of this storyline.. more please. Rhonda and ketut could have years to run.. it will work on both fronts – those who follow it and those completely annoyed by it will both know rhonda/ketut as the ad for AAMI

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