AAMI’s Continues To Be ‘Not Very Insurancey’ With New Creative Push

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A family stranded in Ship Creek, over-enthusiastic nans in gold leggings, and broken heels in Broken Hill. AAMI extends its memorable ‘Not Very Insurancey’ brand platform with a series of new content.

The latest campaign features AAMI’s Motor Roadside Assist, Home Complete Replacement Cover, and the AAMI SmartPlates App, delivering a service-first message with a combination of traditional storytelling and trademark humour.

Michelle Martinis, executive brand and marketing manager, AAMI said: “Whether it be service, products or innovative apps in a highly competitive category, our standard of cover, service and innovation is squarely focused on delivering to customer needs, and strives to be market-leading. And that, we believe, is what makes us different. In fact, insurance delivered in a ‘Not Very Insurancey’ way is core to AAMI’s communications and brand platform, with memorable and engaging stories, full of character and colour, for all Australians to identify with and enjoy.

“Our latest round of creative developed in partnership with Ogilvy Melbourne delivers more loveable characters and more ‘Danke Schoen’, with our famous ‘AAMI girls’, coming out to the rescue and heading out into the world to help customers in need.”

Ogilvy Melbourne’s executive creative director David Ponce de Leon said: “This continues to prove why AAMI is not your average insurance company. This is classic AAMI storytelling, human truths and light-hearted humour. Throw a bit of Wayne Newton, a quirky nan, some feathers and glitter, and a couple of fun loving characters into the mix and you’re bound to end somewhere really special.”

The new AAMI spots are on air nationally, with more surprises to come.


Client: AAMI

Head of Brand Marketing: Tim Hernadi

Executive Manager, AAMI Brand and Marketing: Michelle Martinis

Marketing Team: Anthony Russell, Toby Gill, Nykkea Volkers, Catherine Bloxsom, Angela Grogan


Executive Creative Director: David Ponce de León

Senior Copywriter: Lenna Boland

Senior Art Director: Ryan Clayton

Head of Strategy: Gavin MacMillan

Business Director: Belinda Danks-Woodley

Account Director: Belinda Bassingthwaighte 

Account Manager: Jessica McColl

Agency Producer: Jennie McCartney

Media: Starcom


Production Company: Robber’s Dog

Director: Adam Stevens

Producer: Mark Foster

DOP: Lachlan Milne
Production Manager: Justine Pitcher

Production Designer: Lucinda Thomson

Editor: Tim Parrington – The Butchery

Grade: Martin Greer – The Refinery

Audio Post: Sound Lounge

Sound Design: Sam Hopwood

Music: Danke Schoen – Wayne Newton

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