AAMI says danke schoen with ‘proudly not very insurancey’ campaign via Ogilvy, Melbourne
AAMI has launched a major new campaign via Ogilvy Melbourne, led by a 60 second TVC set to the song Danke Schoen, first made famous by Wayne Newton in 1963.
For the first time in the company’s history, the recognisable ‘AAMI girl’ and her colleagues come out from behind the desk to star in the campaign, demonstrating exactly why AAMI is not your average insurance company.
Says Josh Wittner, executive marketing manager, AAMI: “In a highly competitive category, AAMI has delivered trusted service for more than 40 years. Over the decades the AAMI girl, in various guises, has always been there; her turn, her headset, her smile. In many ways, she’s an AAMI brand icon, instantly familiar to all Australians.
“The decision to utilise this brand icon in our latest campaign provided another opportunity for AAMI to create a meaningful connection with customers, while still using our trademark humour. We have no doubt this will resonate with our customers and be highly memorable in a marketplace where people may only think about their insurance once a year.”
Ogilvy Melbourne’s ECD David Ponce de Leon said the use of the AAMI girls helped to provide a “humorous and unexpected approach to the creative”.
“In launching our new brand platform it seemed it was finally time to do something with the power of AAMI’s recognisable brand asset, the AAMI girl. And bring her to life, in an unexpected, bold and fun way. In a ‘not very insurancey’ way.”
Says Ponce de Leon: “The launch execution using the AAMI girls is the ultimate celebration of the brand and what it offers, its past legacy, and its continued relevance for the future. A brand that takes insurance seriously, but not themselves. It’s very, very, AAMI.”
Several TVCs have launched, with Cinema, OOH, digital, social and radio rolling out over the coming weeks. The ‘Not Very Insurancey’ platform is expected to be utilised for the next 12-18 months, with a range of executions to launch during this period.
Executive Manager, Marketing: Josh Wittner
Brand Manager: Claire Whish-Wilson
Customer Loyalty Manager: Janet Coningsby
Executive Creative Director: David Ponce de Leon
Senior Copywriter: Lenna Boland
Art Director: Karsten Jurkschat
Senior Copywriter: Scot van den Driesen
Senior Art Director: Sally Hastings
Head of Strategy: Gavin MacMillan
Group Account Director: Belinda Danks-Woodley
Account Director: Belinda Bassingthwaighte
Account Manager: Rebecca Lawler
Agency Producer: Jennie McCartney
Media: Starcom
Production Company: Finch
Director: Nick Ball
Executive Producer: Corey Esse
Executive Producer: Karen Bryson
DOP: Jeremy Rouse
Production Designer: Neville Stevenson
Editor: Drew Thompson @ Method Studios
VFX Supervisor: Setfan Coory @ Blockhead
Offline: Method
VFX: Blockhead
Grade: Ben Eagleton @ BE Colour
Audio Post: Sound Lounge
Sound Design: Sam Hopgood
Music: Danke Schoen – Wayne Newton
26 Comments
I believe there is a 90″
Looks like this script was written in 1963 too.
Credits?
I love the kookiness and the direction is great BUT…
The AAMI sting TWICE no less feels forced and out of place.
And the line “un-insurancey”? It also feels out of place because nowhere in the spot do you not act like an insurance company. Also big corporates saying they’re not like everyone else has been done to death recently.
So this is close but sadly I think the client wrecked it.
I frickin love this. And a quick search of my comments would prove I’m a hard ‘that guy’ to please.
It’s different, will stand out. Win awards? Meh, who cares. It’s great to see an agency / client having a bit of fun, and worlds ahead of that Indonesian lad and Rhonda.
Worlds ahead.
Not just weird but seriously creepy.
The raining Amys scene has a distinct Night of the Zombies feel when they sit bolt upright after landing.
And the very strange child in the back seat if the car?
Jeez I’m not just going to NRMA ..I’m going to bed with the lights on!
No you’re not.
epic and good
nice to see some creativity and scale applied
Must be the first ad I’ve ever seen that starts with the logo sign off.
Nervous client pleaser maybe?
About time AAMI take a look at their employment policy too, definitely a major gender imbalance, and it appears they have a “type”, certainly not an equal opportunity employer.
Not sure if this new approach will take them to great places, might have to wait and see how things evolve. Looks a bit limited to me, bit of a one off maybe?
Why Wayne Newton Danke Schoen? Who knows, likeable at least I guess.
Excellent head turn by the new AAMI girl. So prolonged, so multi-directional.
Genuinely lol’d. A lot of funnies here. Big ups.
Such good direction
How very not McDonalds’ie?
How unworry was unMcDonald’s?
…still loading…
that was different.
bloody funny though. some brave choices that were pulled off well.
Terry loves yogurt.
Love the spot … just a pity that production had to be done in South Africa – tough on the local industry but at least an Aussie director
big ups balltrain.
This is one of those ads that make you NOT want to buy a product, I know this was how Wayne Newton sang the song in the 60s but surely we have moved on from how America viewed the world then??
Really.. donkey shane!!!
Seems all a little bit sexist if you ask me. Only women can work in call centres?
I love the Danke Shoen commercials. Yes, they can get a little kooky, I’m still remembering the AAMI Ladies planting their faces into the ground.after the couple crash into the tree Otherwise, I get the “Uninsurancy” lingo. It’s about being more than just paper pushers which is why they’re using the AAMI ladies chasing storms, fixing leaks, getting messy, but still answering your calls. They’re attempting to convey “customer focus”. I hope AAMI understands we expect them to back up their Hype.
Zombie insurance girls? Creepy 1950s music? And the predatory smile on the girl at the end?
Not so much a promotion, more a trailer for a B-movie…
These ads are awful! So demeaning to women.
much better than that really broad new stuff with Woop Woop and Priscilla.
the difference is in the direction for sure
The AAMI commercial featuring the “Danke Shoen” song is appalling – only because of the mispronunciation of Shoen. Ask any German speaker. I cringe every time I hear it. It is as bad as Australians pronouncing “karaoke” as “carry-okie”.
Hate it. I won’t be buying anything.