AAMI extends ‘not very insurancey’ campaign promoting its repair services

Insurer AAMI wants to “take away the stress” of those who have to walk everywhere due to not having a smashed-up car repaired.

The 30-second ad promoting its car insurance features a woman named Vivienne who has extremely sore feet from walking everywhere after she crashed her car.

The spot opens with a voice over asking “How did Vivienne end up with a number of needles in each foot and no one to pull them out?” as a woman sits on an acupuncture table with pins in her legs.

The ad shows Vivienne walking around the streets with her heels in her hand and her feet up on a chair at work.

Vivienne eventually goes to Dr Shen, an acupuncturist. After kneeing Dr Shen in the face, it is revealed how she ended up with needles in each foot and no one to pull them out.

Alongside the traditional, ‘Lucky you’re with AAMI’, the ad ends with the more recent tagline: ‘That’s not very insurancey.’

Ogilvy Melbourne is AAMI’s creative agency of record.

Another spot has been released by the insurer with a wrap-up of scenes from its various ‘Not very Insurancey’ ads.

The ‘not very insurancey’ campaign has run since December 2015 and includes AAMI’s ‘Up Ship Creek‘ ad, the raving nan and drag queens spot and the re-appearance of well-loved character Ketut in the form of a gnome.


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