AAMI rescues family from ‘Up Ship Creek’ in new ad

Insurance company AAMI pokes fun at Australian destination names in its latest ad for its ongoing ‘Not very insurancey’ campaign to promote its roadside assistance offering.

AAMI Road Side Assist

Created by Ogilvy Melbourne, the tongue-in-cheek spot sees a young family stranded in the Australian town of Woop Woop attempting to get roadside assistance for their van named ‘Going nowhere and loving it’.

When the phone operator asks where they are, he says ‘Woop Woop’ before he realises they are also stopped two kilometres ‘up Ship Creek’.

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

The ‘not very insurancey’ campaign has run since December 2015.


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