AAMI continues with use of slow-motion on life insurance and income protection campaign
AAMI has unveiled two new spots in its life insurance and income protection products campaigns launched in May, with the new spots continuing the use of slow-motion to highlight the importance of insurance, with supporting video content allowing viewers to change the outcome of the ad by clicking on options embedded within it.
Created by Ogilvy and Mather Melbourne, the ad for the life insurance product sees a father suffering at a concert along with his “tween” aged daughter, with the tagline “There’s nothing you wouldn’t do for your family. But there’s something you should do”.
https://www.youtube.com/watch?v=mZYhNensNx0
Suncorp direct life marketing manager Kate Jennings said: “As with our previous campaigns, the key creative challenge for both of these TVCs, was to work out a way of continuing to talk about such delicate subjects as death or serious injury, in a humorous, light hearted way that stayed true to the AAMI brand.
“However the success of the first stage of our campaign which launched back in May, showed that we were on the right track, by developing a campaign that was quite ground breaking for a segment known for dry, factual direct-response infomercials. We’ve really tipped the category on its head by talking about what can be taboo topics, and the next phase of work builds on what has been a very successful creative platform to date.”
The extra video content for this ad sees the crowd of tweens encouraging the dad to dance, with viewers able to prompt this by clicking on the ‘dance’ option.
https://www.youtube.com/watch?v=K5PNggWBXj0
The new spot promoting the income protection insurance product plays on the consequences of not having income protection, with the warning of needing to take in a boarder in order to pay the mortgage.
https://www.youtube.com/watch?v=7GlHfOidKU0
The interactive option for this video allows viewers to remove the border.
https://www.youtube.com/watch?v=nN24_mrvHz8
Ogilvy & Mather Melbourne ECD Brendon Guthrie said: “Our campaign highlights one of the greatest sacrifices a parent can make to put a smile on their child’s face; chaperoning them to see their favourite boy band in concert, alongside hundreds of screaming tweens.
“Building on the same creative treatment as our campaign earlier in the year, we used slow motion footage to focus in on the pure elation and joy of every screaming tween girl in the crowd and then highlight our heroic father, who in stark contrast to the girls, with earplugs in use, is in sheer excruciating pain, but of course putting up with things to make his daughter and her friends happy.”
The two ads are supported by video content (YouTube & Pre-rolls) and digital display.
Creative credits
- Executive Creative Director: Brendon Guthrie
- Senior Copywriter: Lenna Boland
- Art Director: Jesse McCormack
- Agency Producer: Lauren Free
- Director: Nick Ball
- Producer: Louise Smith
- Production Company: Finch
- Group Account Director: Matt Rose
- Account Director: Toby Gill
- Media: Starcom
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