Love Our Work: Oliver Beeston on Ogilvy Australia’s Little Athletes
The wave of red-hot embarrassment that rushes over the body after a mistake can be agonising - but the option to laugh will always present itself to us in our time of need.
Making the decision to laugh at the absurdity of a moment isn’t something that comes naturally to a lot of people. Often people make the mistake of taking themselves too seriously. Ogilvy Australia and AAMI know the value of having a good laugh when everything goes wrong.
Playing on the childhood accidents that we all have memories of creating and reacting to, they created a spot filled to the brim with heart. Oliver Beeston, REUNION’s executive creative director and creative partner recognises this craft in LBB’s Love Our Work series.
Oliver spoke to LBB’s Casey Martin about the authenticity of this campaign and how the familiar can be just as important as the new.
LBB> Firstly, why do you like this particular piece of work?
Oliver> It's refreshing to see a piece of work that authentically ties a major Australian brand to the cultural zeitgeist. While the quadrennial 'ringwashing' that accompanies the world’s largest sporting event can quickly feel overdone, Ogilvy & AAMI have managed to stand out by injecting a highly relatable truth into their work, complemented by a healthy dose of humour.
LBB> In your opinion, what makes work great?
Oliver> You don’t need to be a parent to relate deeply to the idea of impersonating your heroes, we do it all the time in the ad world, but what I really like about this work is how it taps into behaviour.
Scroll through Instagram, Facebook or TikTok, dip into YouTube and you’ll quickly discover the “I was not chosen for the 2024 Olympics” trend. Kids, teens, even adults sharing their most embarrassing and hilarious sports failures. The clips are short, sharp and shareable, just like the brisk vignettes of kids in AAMI’s “Athletes in the Making” work.
The work is also well structured, with the flexibility to live as modular films across mobile-first and SFV placements, something that isn’t always the case with longer, narrative-driven film. It also doesn’t need any interpreting, no lengthy manifesto, just the simple wrap up: “When our athletes are in the making …Lucky You’re With AAMI”.
Above all though, it doesn’t take itself too seriously. The work is funny, it’s written for everyone in the room and even manages to excuse the red brand cues throughout.
LBB> When looking for inspiration, do you believe it is important to look outside of your own agency?
Oliver> I'm convinced that starting with the familiar is a recipe for disaster. Stepping away from the computer, putting down the phone, and getting out of the building are all great first steps, but inspiration is a long-term game. It needs time to build up in your subconscious, bubbling away until it surfaces naturally. If you only seek inspiration when faced with a problem, you're unlikely to find it.
LBB> How do you hone your own creativity and how do you foster the creativity of the team around you?
Oliver> My background is in fine art and illustration, so I still find a lot of inspiration through art and exhibitions. However, I believe the best way to hone my creativity—and that of my team—is by trusting experts in their niches, whether in animation, design, copy, or concepts. Given the freedom to explore and problem-solve, people often reach unexpected, innovative solutions. I learn a lot from my team.
Another key approach is involving everyone in the creative process. At REUNION, we ensure that everyone with a stake in the work has a voice. While not everyone needs to be hands-on, keeping the creative process open and transparent always improves the outcome.
LBB> Lastly, what does creativity mean to you?
Oliver> Creativity isn’t just about novelty or interest; it's a broad concept that can be applied in various ways. In our industry it's often framed as a rebellious struggle where originality is paramount, but I kind of agree with Paul Feldwick's view that familiarity can be just as powerful. Commercial creativity is distinct from artistic creativity and should be treated as such. It’s about crafting something that resonates with the public and creates an emotional connection.
