AAMI launches Roadside Assist in the latest campaign with Neil + Gaz via Ogilvy, Melbourne
Gaz has won the safest driver contest and in a series of self-congratulatory moves, is not letting his mate Neil forget he’s the safest driver in the latest campaign showcasing AAMI’s new Roadside Assist product via Ogilvy, Melbourne.
The campaign aims to encourage people to continue using and downloading AAMI’s Safe Driver App – launched late last year – by offering free Roadside Assist to customers who’ve scored 60 points or more on the app. The TVC and fun interactive Pre-Roll is supported by digital, outdoor, online, social and radio.
Says Josh Wittner, AAMI’s executive manager marketing: “Roadside Assist is the latest product in our extensive product portfolio and a natural accompaniment to the very popular Safe Driver App launched last year. Drivers who already use the app – and have reached a safe driver score of 60 points or more – can now take full advantage of Roadside Assist, just like the self- congratulating character Gaz.”
Brendon Guthrie, ECD, Ogilvy Melbourne said perennial characters like Neil and Gaz present a wealth of creative opportunities to showcase AAMI’s innovative product range.
Says Guthrie: “The brief was two-fold; to communicate a great new product, Roadside Assist, and also continue to highlight and encourage people to use AAMI’s highly successful Safe Driver App.
“We have continued the shenanigans of the quirky characters, Neil and Gaz where a self-congratulating Gaz is determined not to let his mate forget he’s the safer driver and keeps popping up everywhere to annoy Neil and remind him that he is now eligible for Roadside Assist.
“However, Neil gets the last laugh when Gaz gets his come-uppance; runs out of petrol and needs to call on the services of Roadside Assist. No doubt revenge is sweet.”
ECD: Brendon Guthrie
Senior Copywriter: Lenna Boland
Art Director: Jesse McCormack
Agency Producer: Lauren Free
Director: Matt Kamen
Production Company: Goodoil
Producer: Llew Griffiths
Group Account Director: Matt Rose
Account Director: Toby Gill
Account Manager: Rebecca Lawler
10 Comments
Hate to admit it, but I quite like these ads. ‘Sexy fireman’ excepted. Good on AAMI for constantly refreshing the campaign with new commercials. Coz if you hate one of them, a new one will be along any minute.
Oath! Nicely done.
but I still don’t know how the app works.
Classic case of what do you do after you have had a much loved campaign go to ad heaven.This work is the antithesis of Rhonda.Charmless,boofhead crap that totally ignores the vast audience of female drivers out there.Awful and lazy work.
Just such a shame that it’s a direct rip of this:
https://www.youtube.com/watch?v=GaoLU6zKaws
It’s funny, but you should’ve moved it on.
It ain’t funny. It’s evil. Just wait till you’ve downloaded the app, then, via geo-tagging they know you were doing 70 in a 60 zone when you had the bingle. Contributory negligence?
Insurance company now wants to avoid payment?
Can’t believe they’re getting away with this…the insurance co’s are already trying to gain automatic access to data logging information in the cars’ cpu to apportion fault and liability.
Now, people are giving it to them.
Don’t care if the ads are cute. AAMI’s motivation sucks.
They are just NOT f%^#@&*^% funny!!!!
So please stop pretending they are.
these were funny with the bath and the mum looking on and lunch stealing the rest are fucking laaaaaaaaaame.
I fucking hate this ad, and these two “funny” talents. They aren’t funny! They’re so, so grating. No more please. Their faces are so punchable. If I ever happen across them in the street, I’ll show you I’LL SHOW ALL OF YOU
Bring it Sara!!