Insurance brand AAMI is launching a new campaign for AAMI Life Insurance. Created by Ogilvy Melbourne, the new spot’s hero is six-year-old Camilla, a fiercely adorable karate student. Her moves and signature catchphrase become the catalyst for an unexpected series of events.
In typical AAMI style, the brand breaks the usual formula for Life Insurance with engaging and memorable characters, slice of life comedic storytelling, and human insight.
David Ponce de Leon, ECD, Ogilvy Melbourne said: “Our brief was to create something different for AAMI Life Insurance, a notoriously touchy subject. Lucky for us, we ended up with so much more; Life Insurance delivered in a very ‘Not Very Insurancey’ way. Yet another demonstration why AAMI is not your average insurance brand.”
Michelle Martinis, Executive Manager, AAMI Brand and Marketing said: “Our comedic ‘Karate Camilla’ content is designed to both engage in a way that reflects our brand’s unique personality, and remind parents that as much as they can work to support and protect their kids now, they should never forget to protect their future.”
‘Karate Camilla’ is the latest in a series of spots released by AAMI since the start of year (you can view the spots below), including ‘Shame Lorraine’, a pesky little cat with a penchant for fidget spinners promoting Contents Insurance for renters, ‘Excalibur’, a new take on this legendary fable to promote Business Insurance for tradies, and ‘Like a Leopard’, showing how things can go wrong for soccer mums at a school sports event and the need for private health insurance.
The spot released nationally this week through a variety of channels including TV, YouTube, Facebook and other social channels and customer communications. It marks the third year of the brand’s ‘Not Very Insurancey’ platform.
View Karate Camilla
View ‘Shame Lorraine’ Contents Insurance:
View ‘Excalibur’ Business Insurance:
View ‘Like a Leopard’ Health Insurance: