AAMI goes for an even bigger musical crash spectacular
AAMI has moved away from “What about me?” but stuck with a musical approach in its latest ad to air from Boxing Day.
The new campaign – from Badjar Ogilvy – sees a driver singing about being a careful guy while cheerleaders gyrate and cars crash around him.
The 1950s Broadway style ad features more than 200 people and took three months of pre-production and more than a week of choreography.
“The ‘What about me’ series of commercials that ran throughout 2010 enjoyed incredibly strong results for the brand, and some of the highest ever recall and brand metrics,” AAMI executive manager of marketing Richard Riboni said. “So we felt it was important to develop a campaign that had a creative direction developed on a scale that could deliver.”
“We are thrilled with the result.”
Michael Gracey, who directed the Hugh Jackman Lipton Ice Tea ad, the Evian Roller Babies viral sensation and much immitated T-mobile: Flash Dance, shot the ad.
The 45 second version of the ad launches nationally during the Boxing Day Cricket Test. Digital, print and outdoor elements go live in January.
Credits:
- Executive Creative Director: Michael Knox
- Agency Producer: Tim Marxsen
- Copywriters: Fergus Donaldson, Darren Winter
- Art Director: Joe Hill
- Director: Michael Gracey
- Production Company: Prodigy Films
- Business Director: Nick Muncaster
- Planner: Eugene Catanzariti
- Senior Account Director: Matt Rose
- Account Manager: Leah Carew
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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like that. especially the kind of pixar graphical treatment of the scene and props
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There’s alot of boob in that ad…2 points
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what the??? are they serious so boring!!
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Wow. Such an epic big budget fail. Why are AAMI ads always so shit.
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I was waiting for the idea to walk on screen and sing “What about me?”
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@_@ crap ad, some hotties tho
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Yawn … wishy washy
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Crikey – they had to resort to using tits…the lowest common denominator approach used yet again
there goes half the market for them
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Oh. My.
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Cringe worthy!! Eek!
Bring back ‘What about me’.. it’s a thousand times better if we HAVE to compare
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Worst part about this epic fail of an ad… The media weights they’re going to play it at…
I feel ashamed to work in this industry.
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I must say I’m NOT looking forward to seeing this shithouse ad on TV 24 hours a day for the next 6months. I bet the media agency is cheering, they’ll be killing it with the commissions they’re about the recieve for putting this bad boy to air. By the way can anyone understand what they’re singing?
I bet the creative director who signed off on this probably feels a bit like Nick Riewoldt at the moment – embarrassed, exposed, lost for words and like he’s lost two Grand Finals in a row. It’s amazing how this agency has managed to (deleted word from Mumbrella) an Insurance company over.
Cheerage to all involved.
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Will it sell more insurance? Probably not.
Will it entice customers away from competitors? Hard to imagine.
Will it make current customers feel good about their chosen brand? You’d hope not.
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“Thrilled with the result” – This guy is f&%#$ ing kidding himself.
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It appears Zoo magazine have branched out into insurance. Classy.
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Who was it who said, “If you’ve got something to say, say it. If you haven’t, sing it.”?
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I promise to not buy AAMI whilst this ad is on the air
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Would have been much better if they used tassles on their titties.
4/5.
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It seems strange to me that they would make their new ad look so visually different from the “what about me ads”. This can only result in brand linkage taking longer to build. This probably won’t be much of a problem given the weights they’ll throw at it, but it would be a big problem if it was supported with average 500-750 tarps or s
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So AAMI’s Richard Riboni is “thrilled with the result”. This ad represents AAMI’s employees, values and culture does it? I’d like to see your workplace then.
From http://www.aami.com.au/careers.....place.aspx
“AAMI is made up of people like you. AAMI’s people encompass a wide range of ages, cultures, educational and career backgrounds. AAMI embraces this diversity and values the different perspective and experiences our people bring to the workplace.”
“Don’t ask me why”… With more than 200 people, three months of pre-production and a week of choreography … surely the advertising masterminds could have penned a better song and dreamed up something different from hot wash n wax chicks in bikinis and lots of suds. FAIR? CRAZY? No, SEXIST & BORING.
AAMI, safe guard the world … kill this campaign.
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I would love to read the creative rationale behind this steaming dungpile
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Now I can see where my ever increasing insurance premiums are going.
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Who’s the chick that shakes her head from side to side and says polishing and waxing?? She’s f#%king gorgeous.. 🙂
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is this ‘AAMI for dudes’? – really odd change in tone from ‘What about me’
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Pathetic, anachronistic, it’s message – loud and clear – ‘we think you are f***ing stupid! ‘ and it stinks of arrogance and self importance. Like all ‘in yer face’ (Good Guys, Harvey Norman et al) advertising it is aimed at morons. Sadly there are obviously a lot of them out there in slouch potato land!
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PS: I wouldn’t put my name to this one. Shame us creative types are so sycophantic as to not tell Knoxy this is a pile of s**t before it got aired. The Emperor’s New Clothes eh?
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We thought it looked like the Smith&Foulkes Coke tvc… Give a Little Love and it all comes back to you… Based on a video game. This is nowhere near as great, but same choreography.
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Sometimes you can get all the elements together, and it just doesn’t work. I think ‘What about me’ was great, and I agree 100% with Bathurst Flyer – there is no visual link to the previous AAMI campaign. It is a festering turd of an ad if ever I have seen one…
So sad, to be fair I think AAMI have been going backwards ever since they switched AAMI girls halfway through last year…..
m
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Sad & unoriginal! And guys- borderline insulting and a throw-back to time when men ruled in advertising…hang on maybe they still do?? I’m a woman watching and there are definitely too many barely dressed women in this ad. Does the male audience even know, much less care, what this ad is purportedly advertising? Doubtful with all that cleavage and tanned legs and fake smiles and hair-flicking going on. I hate it. Get with the times fellas!
My insurance is with AAMI, now I’m CHANGING insurers in disgust!
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I really dislike this ad. To me, it says two things to me, firstly, ‘we make so much money that we can pull together a really high budget fancy ad’ and secondly ‘you don’t need to understand what we’re saying because dancing is more important!!’
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WELLLLLL??????? Who IS the Car Wash Girl in the AAMI advert??????
Surely someone knows????
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what a load of shit. I thought the other AAMI ads were shit but this is the worse yet. at least we can turn the sound off or better still change channels when this comes on. AAMI if you think this will get people to buy your insurance think again it turned me off I will stick with NRMA
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Fantastic ad guys. Light hearted and fun. The car wash girls are a cheeky addition and they are gorgeous. Well done again AAMI
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Wow there are some insecure women out there. This ad is adorable. Even as a woman I appreciate attractive young women dancing and having a good time. Don’t be jealous or insecure just appreciate it like othe beauty. What a sad bitter life u must lead.
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Yes – james is my husband. Interesting that u highlight this or are we back to the stage where we have one opinion? Haha – you have my personal email.
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And what a lot the two of you have in common, Jenny.
I see your comments are separated by just 17 minutes. It’s truly heartwarming to see a couple that surfs together, agrees with each other’s opinions and then posts together.
Cheers,
Tim – Mumbrella
I’ve only just seen this commercial, it is terrible, easily the worst commercial I’ve seen on Australian TV for the last twelve months. It was only brought to my attention when someone commented that it makes them NOT want to get AAMI insurance.
A big fat FAIL. Bring Australian Advertising and production values down a number of pegs.
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Yes he showed the drivel that was written here and I had to comment as I wad embarrassed as a woman. Interesting that those who agree with the negative aspect are not being challenged.
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Gee, people. Lighten up.
I agree it’s a terrible ad. Absolutely annoying.
But I can’t get the song out of my head, particularly the “polishing and waxing” bit (yeah that chick is allright).
But after being screwed around by NRMA for years I am seriously considering changing to AAMI simply because they have T&A in their ads. Silly I know but hey they have the “polishing and waxing” chick.
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I don’t mind the treatment, but does the treatment overwhelm the message? Like the “What about me?” TVCs, its clear automotive insurance is the subject, but branding seems like an afterthought. Unless this is a long term strategy, where consumers automatically associate automotive insurance musicals with AAMI?
Plus, these ads don’t speak to those prone to prangs, for whom insurance must surely be more important than it is for careful guys…
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After reading the comments from Sarah “too many barely dressed women in this ad” I completely agree with Jenny. Sarah what is offensive about a brief shot of a woman in a bikini washing a car? I wonder whether you had the same level of anger when the diet coke guy had his shirt off or when the cream cheese ad has the guys being pat on the bum. Seriously lighten up. Sarah if something as innocent as this ad is offensive you may want to consider joining other cultures where woman are forced to always be covered up.
The shorter version of the ad on TV is sharper and I love the song. Enjoyable to watch.
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Todd NSW, I was merely pointing out that it is a bit sexist and backward considering the old adage that sex sells in advertising is true in this case -no anger intended, in fact this ad’s cheesiness makes me laugh every time I see it. And sorry haven’t yet seen those ads you’re refering to with bare chested-hunks, but bring them on…thanks for your suggestion, I am just running off to join a Muslim cult now if that’s Ok with you!!
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