AAMI continues ‘Not Very Insurancey’ campaign with raving nan and drag queens

Insurance company AAMI introduces a partying grandma and drag queens who are stuck in the desert in the latest ads for its ‘Not very insurancey’ campaign.

The latest ads featuring a dancing grandma and two drag queens lost in the desert.

Created by Ogilvy Melbourne, the first ad sees a family, who are preparing their home replacement cover, consider what life would be like if they didn’t have the insurance to cover the granny flat.

They imagine ‘Nan’ opening up a dance club in the garage, taking over the television and drinking all the beer in the house.

A second ad spot features two drag queens who break down on their way to Broken Hill. The duo use the AAMI app to contact Roadside Assist.

Michelle Martinis, executive brand and marketing manager at AAMI said the services, products and applications advertised are part of AAMI’s focus on being “market-leading.”

“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,” Martinis said.

‘Queen of the desert’ is the latest ad following the Roadside Assist spot which saw a family stranded in Woop Woop, two kilometres from ‘Up Ship Creek.’

“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,” she added.

David Ponce de Leon, executive creative director at Ogilvy Melbourne said the latest work proves 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,” Ponce de Leon said.

The ‘Not Very Insurancey’ campaign has run since December 2015.


  • Client: AAMI
  • Head of Brand Marketing: Tim Hernadi
  • Executive Manager, AAMI Brand and Marketing: Michelle MartinisMarketing 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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