AAMI answers Rhonda’s Trent or Ketut dilema in latest Safe Driver Rewards ad
AAMI has revealed the next stage of its campaign featuring Rhonda and Ketut, finally answering the question of whether she will choose Ketut or Trent Toogood.
The ad, from Badjar Ogilvy follows on from the ‘Who’s Right for Rhonda?’ campaign and sees Rhonda return to the empty hall of her school reunion where Ketut had last been seen arriving after she had fallen into the arms of high school heartthrob Trent Toogood.
https://www.youtube.com/watch?v=pqbtR7gyYeI#t=0
The ad appears to feature a happy ending for Rhonda and Ketut, with Rhonda’s friend being swept away by Toogood.
Rhonda was first introduced to promote AAMI’s Safe Driver Rewards in October 2011, with her trip to Bali and meeting of Ketut airing in March the following year.
The romantic tension between the two characters caught the public’s attention, with the ad going viral and a Facebook page dedicated to the pair, and t-shirts sporting phrases from the ads.
Credits:
AAMI – Executive Manager Marketing: Richard Riboni
BADJAR Ogilvy
- Chief Creative Officer: Steve Back
- Executive Creative Director: Brendon Guthrie
- Senior Copywriter: Lenna Boland
- Art Director: Jesse McCormack
- Agency Producers: Lauren Free, Jennie McCartney
- Group Account Director: Matt Rose
- Senior Account Manager: Toby Gill
Linkedin
Trent’s moved on pretty fast..
User ID not verified.
could of been a bit more entertaining and longer…
User ID not verified.
Pretty shaloow stuff
How does ketut get a visa?
Do they know how hard this is?
User ID not verified.
Horrible. I liked the campaign, but they’ve well and truly milked this for all it’s worth.
User ID not verified.
I liked the campaign but this ad is pretty lame in comparison. Although it seems to follow that pattern. The very first was great, the second not so much. The first reunion ad was great, now this one is an anti-climax.
User ID not verified.
Hopefully in the next ad a runaway truck takes out Rhonda and Ketut…
User ID not verified.
I’ve been a huge fan of this campaign, but they should have taken a fraction of the MASSIVE media budget and put it into making a better Ad. If you’re going to Milk out a campaign at least make the conclusion worth the ridiculously long wait.
User ID not verified.
From a creative perspective, the campaign has always been average. Clumsy. What emerged early on, though, was a pair of characters that, for a period, resonated with the public. In a way, they became bigger than the ads themselves and what they were advertising. What are they advertising?
Those characters could have had great longevity as a campaign, but once the initial appeal wore off, the creative just wasn’t good enough to sustain the engagement.
Steve and Brendon are bloody good creatives now steering the ship at Ogilvy, so it will be interesting to see if they can put their stamp on this brand in the future. Because like others on this blog have posted, this feels like the last rites for Rhonda and Ketut.
User ID not verified.
Everyone knows a happy ending kills the story.
User ID not verified.
This is what we would call taking things too far.so rhonda just hooks up with a guy she met at a dance knowing that Ketut is on his way?1.Bobby Dazzler
– couldnt agree more. Enough already. One trick pony. Can we please NEVER have an Ad like this again AAMI!!
User ID not verified.
They should have made Trent out to be a hoon. Ketut the ‘safe driver’ then comes to her rescue and is rewarded by Rhonda picking him over Trent. Rhonda then gets to marry Ketut and subsequently enjoys lower AAMI premiums for the rest of her days. The End.
User ID not verified.
This campaign is a bit like a corpse under the floorboards: been dead for a while, now it’s starting to smell bad.
User ID not verified.
oh that’s it ! ….. oh ….. did they just want to end it like that …. so we don’t want any more!
User ID not verified.
The cow has been well and truly milked dry down to the last drop.
User ID not verified.
I loved these ads
User ID not verified.
Oh God, that is truely dismal! Ruined a top campaign by the anti premature climax. . . . Don’t ya just hate that!!
User ID not verified.
So sad that the campaign has run such a weak ending …they could have done so much more! Loved the first 2 ads – last one so disappointing!
User ID not verified.
Very disappointed by the last ad. I have loved the concept of the campaign and really looked forward to the next instalment but I am left a bit blah. Sad they could have done so much more.
User ID not verified.
Good choice Rhonda, these ads have been mentioned (almost always favorably) in almost every focus group I have done on insurance (and I have done a lot) over the last couple of years, even when we were not talking about communications. Really liked this campaign
User ID not verified.
Funny how a story about a woman choosing an exotic foreign man over a local one is received so positively.
Imagine how the story would be received if the story were about a middle-aged man who went to Brazil, met an exotic woman and then chose her over his ex girlfriend.
I doubt there’d be many happy comments about something like that, but of course it’s only ‘bad’ when it’s men doing it.
User ID not verified.
Macs uttering this cMpaugn was funny cos if the phrase like a sunrise . Rhonda wld not get a second look fr anyone on holiday. People have tired of it as I said before one trick pony. It shd not have gone further than the beach episode. The one with the dAnce was just stupid and pointless. Rhonda is NOT hot!!!
User ID not verified.
Watched as my partner watched the lates installment, to hear the opinion…
“Well, they’ve lost the plot haven’t they” sigh
User ID not verified.
Sour grapes from a bunch of whiners and industry competitors. I loved it. The popularity of the Rhonda and Ketut campaign shows that not all Australians are xenophobic fools like our current immigration minister.
User ID not verified.
Blow the politics what did Ketut say? Somebody please translate!
User ID not verified.
@sharon cuthbert,
Ketut says “Saya cinta kamu” which translates to “I love you”.
User ID not verified.
Sour grapes? Industry competitors? Xenophobia?
Oh, come on Faith.
The reality is much, much simpler.
I expressed an honest appraisal of the direction the campaign has taken. And the latest creative.
No conspiracy. No sour grapes. No hidden agendas. No whining.
It’s all about the work, which I think is very, very average.
And having that opinion doesn’t make me a whiner or industry competitor.
Just as loving this spot doesn’t make you an Ogilvy employee or otherwise associated..
User ID not verified.
You advertising people are such a bunch of wankers, They are a fun series of ad’s and we, the general public, know the ad’s are for AAMI and we like them. There are a LOT more worse ad’s on TV.
User ID not verified.
@David N: really? I’m not an “advertising people” but my immediate recollection of this ad (or any in the series) is the line “You’re looking hot today, like a sunrise.” and as pointed out by Wil Anderson, sunrise is actually the coldest part of the day. Remembering that its for AAMI is a long way down the list of recollection.
As to the campaign, I’m well an truly over it, but that goes for most ads that are played over and over again.
User ID not verified.
So, let me get this straight. If one has the temerity to criticise the ads, one is an ‘ad wanker’.
Whereas, the general public, which is presumably everyone else, likes the ads.
Am I doing this right?
C’mon, these sort of flimsy ad hominem posts do everyone a disservice.
User ID not verified.
This is a ad that I like to see, Rhonda is a icon I do hope AAMI keep them coming. It’s a clever series, and actually entertaining and that is a hard place for an ad to become. More Rhonda.
User ID not verified.
Compared to all these other comments I loved all the ads, no matter how many times I’ve watched it I still enjoy them and they never get old. I’m excited to see if there’s another ad. Thumbs up for aami for giving us the best series of ads of all time
User ID not verified.
Sharon you have no clue. Typical tv viewing public. So entertained by simplicity and excited over the slightest thing. As stated by many in this forum the ad has run its course. The connection to driving and insurance is not shown. How is Rhonda an icon ? What has she done to deserve that status? Are u saying now every Aussie woman is running over to Bali or wherever Ketut is from to find one like him? Get real
User ID not verified.
Pity his Bahasa Indonesia was incorrect when saying “saya cinta kamu”. didn’t they have an Indonesian speaker on hand to translate?
User ID not verified.
Zzzzz I forget what are we advertising????
User ID not verified.
what the title of the song
User ID not verified.
I just moved here a couple of months ago and having missed the start of the campaign had literally no idea what any of the ads, on tv or outdoor, were about.
Everything still needs to communicate on its own.
User ID not verified.
I have not watched the current ad and do not wish to but I am reading the Melbourne age at the moment and there is a picture on pg 17 if the two if them. It makes no sense that in the previous ad she goes off with Trent and now they are together. Rhonda is no looker and neither is Ketut.
User ID not verified.
ketut n rhonda need to move into ramsey st. Theyd be a good addition to neighbours haha
User ID not verified.
What sort of Goddess does Katut call Rhonda?
User ID not verified.
Love, love,love the Ad.!! So does everyone at work – all searching for exactly what Ketut said tipo Rhonda in the January Ad.
User ID not verified.
God people, don’t take it all so seriously. It’s an advertising campaign which is clever, a bit of fun, and has people talking (and remembering what it is actually advertising!) Lighten up and have a laugh!!!
User ID not verified.
I would be more inclined to buy insurance fromAAMI than Allianz. At least the Rhonda and Katut ads were entertaining unlike the exremeley annoying ahhh ads from Allianz. I immediatly reach for the mute button when those ads come on. AAMIs advertising team have done a fabulous job of promoting their product or fhis discussion would not be taking place.
User ID not verified.
I agree Jeannie D! The TV is muted as soon as I hear the opening for the ahhh ads. Especially the Asian girl who is screaming ‘like she’s giving birth’ – my fiancées words, not mine!
Incredibly irritating.
User ID not verified.
Lizzie, i think Ketut calls Rhonda his Kuta Goddess – not sure but it makes me laugh!
User ID not verified.
… Kiss my ketut!
User ID not verified.
@missm
It is from fun or clever anymore. The modicum of charm that once existed has been wrung from it.
The only thing that the seems to keep the ‘Rhonda and Ketut’ going in anyway is the massive and ongoing PR push rather than the ads.
As for taking it too seriously: hey, it’s only an ad, and not a very good one at that.
User ID not verified.
The sooner these over exposed characters are killed off by a tsunami or rougue elephant the better. AAMI over market and satuarate their branding ad-nauseum.
User ID not verified.
It’s an ad
User ID not verified.
Rhonda’s eyes in the first advert scared me at the part where they nearly popped out of her head.
User ID not verified.
Love, love, love these ads!!!!. What a lot of fun. I could hardly wait for the latest one! AAMI vs Allianz……no comparison, AAMI wins hands down.
User ID not verified.
Should have had ketut hang over the back off an old fishing boat been push out of our waters waving a old bunch of flowers yelling ,Ronda, I luv you, with Trent Too Good as the ships captain , Laughing his head off..Could also have ketuts hands in bandages
User ID not verified.
Please can someone tell me the name of the background song ‘fantasy’ in the current Rhonda and katut ad 2014 and who sings it?
User ID not verified.
Please put this woeful saga to bed! The desperation of the characters is matched, only by the ‘creative’ endorsing the latest installment. Give us some credit!
User ID not verified.