AAMI’s first foray into Christmas advertising captures day-after chaos of an Aussie Christmas laced with humour.
Called ‘When the Festivities are over’, it is AAMI’s first-ever Christmas campaign and portrays what happens when that Boxing Day food coma feeling clashes with unexpected events.
“The exact time when, if something should go wrong, you’d just want your insurance company to sort it out,” explains Ogilvy Melbourne ECD Hilary Badger.
“It’s of course important for Australia’s leading national insurer to be present at Christmas, which is such a big time of year for our country’s leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands.
“So, we’ve opted to stand out with a much less saccharine spin on Christmas. It’s an unexpected time to think about insurance, which makes it disruptive,” she said.
Suncorp EGM Brand & Customer Experience Mim Haysom said: “We can all relate to the action unfolding in When the festivities are over, it’s a fitting finish to the year and a timely reminder that no matter the situation, it’s lucky you’re with AAMI.”
Chrissie chaos
The ad opens with a scene familiar to a lot of Aussie families on Boxing Day morning. Christmas wrapping paper is strewn everywhere, dishes and empty booze bottles lay all over the place, and the obligatory teenager is sitting on the lounge playing video games while others enjoy a lie in.
A garbage truck alarm then wakes up a dishevled dad, who races around the house frantically trying to grab scraps of litter, while steping on a cake, in an hopeless effort to fill up a wheelie bin out front. Unfortunately dad’s efforts are in vain as the garbage truck rolls on.
To make matters worse, that large Santa decoration he installed on the roof has nosedived into the family car, which is where AAMI steps in.
‘When the festivities are over’ builds on AAMI’s long-standing tagline ‘Lucky you’re with AAMI’, which includes classic campaigns such as My Country execution using Dorothea Mackellar’s iconic poem, the Olympics campaign Athletes in the Making l and the recent AFL spot When our game has its moments.
‘When the Festivities are over’ is running across TV, BVOD, SVOD, cinema, OOH (including large format, small format and special build), social and audio and will run until January 20.
Credits
Client: Suncorp
Creative: Ogilvy
Production: Hogarth
Director: Tim Bullock
Production Company: Scoundrel
