AAMI Life Insurance busts some moves in its newly launched campaign via Ogilvy Melbourne

AAMI-Life-Insurance-Karate-Camilla-1 (1).jpgInsurance 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.
Says David Ponce de Leon, ECD, Ogilvy Melbourne: "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."

AAMI-Life-Insurance-Karate-Camilla-2 (1).jpgSays Michelle Martinis, executive manager, AAMI brand and marketing: "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, 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.
Client: AAMI
Head of Brand Marketing: Tim Hernadi
Executive Manager, AAMI Brand and Marketing: Michelle Martinis
Manager, Product Marketing (Health & Life): Potta Findikidis
Marketing Manager, AAMI Customer Sales: Anthony Russell
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Senior Art Director: Ryan Clayton
Head of Strategy: Gavin MacMillan
Planner: Rebecca Heard
Head of TV & Film: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Senior Account Manager: Jessica McColl
Social Media Manager: Julia Stretch
Production Company: Goodoil Films
Director: Dave Wood
DOP: Shelley Farthing-Dawe
Executive Producer: Mark Foster
Executive Producer: Simon Thomas
Producer: Lee Thomson
Editor: Tim Parrington - The Butchery
Grade: Martin Greer - The Refinery
VFX: Eugene Richards  - The Refinery
Audio Post: Bang Bang Studios
Sound Design: Sam Hopgood
Media: Starcom


Please said:

Post derogatory comments below!

White washed said:

Aami only insure white folk.

Not True said:

The Dojo master is not exactly white (mixed descent) and he has AAMI Business Insurance. Fail.

chop chop said:

ah yeah, the classic idiot male dad trope.

Cliff said:

It's just so twee, unfunny and devoid of any charm. Like all of the AAMI work, really. At least Ogilvy are consistent.

Rhonda said:

I miss Kahtuk

Hm said:

I like the platform. Just a shame the ads are so insurancy.

Stinker said:


Insurance said:

David, as an ECD you should have your facts checked. You didn’t just create a “Life Insurance” campaign, you developed a series of insurance ads: home contents, health, business and Life... all very very insurance like. If your brief was to create an insurance campaign that wasn’t insurancy, you failed. Your ads are very insurance like and that’s not a bad thing given you’re selling? yep, insurance! I’d be worried if your clients reading this blog.

c'mon said:

How long are we keep casting the overweight white beardy dud to play the same character?

@Not true said:

You are wrong mate, it is family insurance, not business insurance, hence the comment still stands 'Insurance for the white folk only'. Secondly the token asian karate instructor, really?

I'm not suggesting any malice here, but unconscious bias and plain laziness need to be called out. It's really, really dumb to even think this deserves a pass these days. If it were in the UK or US it would be absolutely smashed to pieces.

David Ogilvy said:

really? two EPs from good oil on this? why?

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