Dr Mumbo

The mysterious case of how AAMI’s weird fireplace video became ‘an innovative format’

Dr Mumbo enjoys hearing a good mystery, particularly while sitting around a roaring Christmas-in-July fire.

So imagine Dr Mumbo’s delight when he stumbled across a new upload to AAMI’s YouTube page featuring a fireplace crackling away.

And the cyber fireplace ran for a full two hours.

So mystified was Dr Mumbo that he reached out to AAMI to ask what they were up to.

Sadly, the video was then almost immediately deleted.

Dr Mumbo’s curiosity was piqued all the more, so he asked again.

The explanation – if it could be called that – was a classic combination of public relations and industry jargon:

“This was a piece that was tested recently as part of a broader range of new digital content pieces and innovative formats that have been launched and optimised through a variety of digital channels.”

Clear? Good.

On the plus side, Dr Mumbo ripped a copy of the video before they took it down, so here it is, in all its “innovative formats” glory:

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