AAMI launches next instalment in the ‘Easier Ways to Save’ campaign via Ogilvy, Melbourne
Ogilvy & Mather Melbourne has created the next instalment of the ‘Easier Ways to Save’ campaign for AAMI, which first launched in August this year.
Two new TVCs will be appearing on free to air and pay TV, and are supported by video content (YouTube & pre-rolls), digital display, outdoor and press.
Leveraging the existing ‘Easier Ways to Save’ idea, the first of the two new spots features Gaz, the unfortunate son from the original ‘Bath Water’ TVC which aired in August. Only this time he’s uncomfortably sharing the bath with his dog, as opposed to his parents.
The second of the two new spots again features Gaz in a more professional setting, with his co-worker Neil. Gaz is still looking for easier ways to save, but this time he’s doing it by eating someone else’s lunch.
Executive Creative Director: Brendon Guthrie
Copywriter: AnnaTara Clark-Sneddon
Art Director: Scott Zuliani
Agency Producer: Lauren Free
Director: Nick Ball
Producer: Karen Bryson
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Media: Starcom
10 Comments
I think that the TV spots are great and clever but having just seen the outdoor?? Looks like they literally cut and pasted the brief into the headline.. it lacks all of what makes the TV good
These commercials really make me sick.F&%$ing horrible people who live depressing lives.Then dear old effervescent Amy pops up all all smiley and preposterously clean cut.
Seriously weird.
I like them, although Gav is a lunch-thieving arsehole.
Yès, but where’s RHONDA?
No sound budget for the first spot? Was it approved?
I know this is besides the point, but ANZ did an awesome campaign around ‘there’s an easier way to save’ in the 00’s. Or was it the 90’s. Can’t remember, but they were much better than this.
And it was out of Melbourne too.
Don’t joke about Rhonda.
They have swapped one of the most popular characters in Australian advertising history for people you can’t help but dislike.
Perverse to say the least.
At the same time gifting NRMA the territory of ‘likeable’ with their new campaign.
When people like service companies (with parity products)they are more likely to put them on their consideration list.
SorryAAMI.
Yep, ANZ & M&C did it first and much, much better.
Shame on you O&M.
ANZ did it better.
I wasn’t joking, ‘Mr Marketer’.
At long last AAMI had an advertising property. That’s one of the hardest things for a brand to obtain, and once you’ve created one you throw it away so quickly at your peril. We could debate whether they were doing the right thing with the increasingly lame Ketut campaign, but they should have stuck with Rhonda in some shape or form for at least a few more years. Did the agency get bored with it? Did the client get bored with it? Was a new creative team put on the account – and argued the need to start from scratch, thereby wasting the preceding investment which had strong traction? Did the actress playing Rhonda (and just about every dramatic character in every Australian mini-series) jack up her price to beyond affordable? Or did her schedule as the darling of every Australian dramatic production (see earlier) make her unreliable? Did ‘research’ kill it?
So many questions, but no answers, and little or no chance of getting the story.
Here’s an idea: what about CB put its (dusty) journalism hat on, poke around a bit and publish the results of that investigation. No, it’s probably easier to just post the press releases and leave the angry mob to tear the new campaign to pieces without analysing how and why it came into being in the first place. That’s the real story here. The rest is just a debate about style.
When M&C did it they were genuinely funny,engaging and warm commercials.
This stuff is just low rent shite.