AAMI features kids karate class gone wrong in spot promoting AAMI life insurance

Insurer AAMI has promoted its life insurance policies by featuring a children’s karate class which ends in near disaster.

Created by AAMI’s creative agency Ogilvy Melbourne, the ad stars ‘Karate Camilla’ who, in a bid to “defend, connect and protect” causes her father to knock over various equipment.

An AAMI employee comes to the rescue cleaning up the mess made by Karate Camilla’s father.

“You’ll do anything to protect them today, but what if you’re no longer around?” the ad asks.

The ad depicts the AAMI employer as the life insurer, protecting the father and daughter from unexpected falls and rogue yoga balls.

David Ponce de Leon, ECD at Ogilvy Melbourne, said in a statement: “Our brief was to create something different for AAMI Life Insurance, a notoriously touchy subject. Lucky for us, we ended up with so much more; Life Insurance delivered in a very ‘Not Very Insurancey’ way. Yet another demonstration why AAMI is not your average insurance brand.”

Michelle Martinis, executive manager of AAMI brand and marketing, added: “Our comedic ‘Karate Camilla’ content is designed to both engage in a way that reflects our brand’s unique personality, and remind parents that as much as they can work to support and protect their kids now, they should never forget to protect their future.”


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