Tween Screams & Lodger Regrets in O&M Melbourne's AAMI Spots

Building on the outstanding success of its first-ever Life Insurance and Income Protection product campaigns launched in May, several new AAMI TVCs have gone live this week, developed and executed by Ogilvy & Mather Melbourne.

Continuing the creative themes utilised in the first phase of the campaign, the new TVCs tackle taboo topics like life insurance and income protection – traditionally conservative sectors - in an emotive and entertaining way.

Launching this week, the two 30 second TVCs will be shown on free to air and pay TV, supported by Video Content (YouTube & Pre-rolls) and digital display.

“As with our previous campaigns, the key creative challenge for both of these TVCs,  was to work out a way of continuing to talk about such delicate subjects as death or serious injury, in a humorous, light hearted way that stayed true to the AAMI brand,” explained Suncorp Direct Life Marketing Manager Kate Jennings.

“However the success of the first stage of our campaign which launched back in May, showed that we were on the right track, by developing a campaign that was quite ground breaking for a segment known for dry, factual direct-response infomercials. We’ve really tipped the category on its head by talking about what can be taboo topics, and the next phase of work builds on what has been a very successful creative platform to date.”

The first TVC, promoting AAMI’s Life Insurance products, continues with the idea that ‘There’s nothing you wouldn’t do for your family. But there’s something you should do’.  

“Our campaign highlights one of the greatest sacrifices a parent can make to put a smile on their child’s face; chaperoning them to see their favourite boy band in concert, alongside hundreds of screaming tweens. Building on the same creative treatment as our campaign earlier in the year, we used slow motion footage to focus in on the pure elation and joy of every screaming tween girl in the crowd and then highlight our heroic father, who in stark contrast to the girls, with earplugs in use, is in sheer excruciating pain, but of course putting up with things to make his daughter and her friends happy,” explained O&M Melbourne’s ECD, Brendon Guthrie.

“The dramatic but entertaining spot sends a powerful message to parents to protect their families’ future by taking out AAMI Life Insurance,” he continued.

The second TVC, focussing on AAMI’s Income Protection insurance, showcases another humorous ‘Without an income’ moment. 

“This particular creative treatment really reinforces the unwanted consequences of what may happen if you’re suddenly unable to work but don’t have income protection insurance. This time our ‘without an income moment’ shows a woman, injured and unable to work, forced to sacrifice her lifestyle by taking in a repulsive boarder to make ends meet. We hope this humorous take on the delicate topic will resonate with the target audience of people who may be deluding themselves that ‘it will never happen to me’,” Guthrie concluded.