AAMI reminds Australians that clangers happen on and off the field in AFL campaign

AAMI has launched a new TVC, reminding Australian’s that clangers – embarrassing and unexpected moments – can happen on and off the football field.

The new ad features a group of mates watching the footy when one declares ‘the pies are on fire’, referring to the pies in the oven and not the Collingwood Magpies football team. Luckily for the group the AAMI team comes in to save the day.

This latest campaign from AAMI and Ogilvy Melbourne leverages its sponsorship with the AFL and Seven’s AFL Broadcast. During round two at the start of April, AAMI launched a broadcast sponsorship ad, ‘the clangerfesto’, which highlighted some of the greatest clangers that have occurred in the AFL.

AAMI marketing manager, Toby Gill, said in a statement: “Clangers remind us that we all make mistakes, even our footy heroes. And for us they’re the perfect link between the game that Australia loves and the promise that AAMI delivers to help Australians prevent and recover from life’s little or big mishaps.

“When our customers are faced with life’s little clangers, AAMI is there to help them recover.”

David Ponce de Leon, executive creative director at Ogilvy, said the ‘clangers’ idea came from the unexpected nature of both the game and life.

“We are very proud of our association with AAMI and the AFL, including the Channel Seven AFL broadcast. In an AFL game everything and anything can happen, no matter how good your team is, or how skilful the players are. There’s always an unexpected nature to any AFL game and it was based on this insight, that the ‘clangers’ idea came to life,” Ponce de Leon said.

The campaign will extend across social, digital and out of home during the AFL season, and more branded content will be integrated into Seven’s broadcasts.


Client: AAMI
Executive General Manager Brand & Marketing Suncorp: Mim Haysom
Executive Manager Marketing Insurance: Mark Behr
Manager Marketing, AAMI: Toby Gill
Go To Market Lead: Olivia Rourke

Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Tom Russell
Senior Art Director: Axel Tagg
Head of Film & Content: Susannah George
Head of Strategy: Virginia Pracht
Group Account Director: Milly Scott
Senior Account Director: Sam Newton
Account Manager: Eliza Whyte
Senior Social Creative: Julia Stretch

Media: OMD Sydney
Business Director: Thad King
Account Director: Alex Englis
Senior Manager, Sports Sponsorship: Nick Hurley
Account Manager: Joe McCabe

Production Company: Rabbit Content
Director: Al Morrow
Executive Producer: Lucas Jenner
Producer: Alice Grant
Director of Photography: Germain McMicking
Editor: Bernard Garry at The Editors
Post Production: The Editors
Sound: Sam Hopgood at Bang Bang Studios
Casting: 2 Divas


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