AAMI transforms ‘her’ into a ‘hero’ in support of AFLW and International Women’s Day
AAMI is turning the word ‘her’ into ‘hero’, as part of a new campaign supporting the AFL Women’s League and International Women’s Day.
Created by Edge, the online content piece features AFL star Laura Bailey who is preparing for a game while voiceovers in the background make comments about why she shouldn’t play AFL.
As she is joined by fellow AFL stars Bailey Hunt, Rebecca Neaves and Brooke Lochland, comments such as ‘Should we let her play?’ and ‘Aren’t there more appropriate sports for her?’ shift to positive comments such as ‘It’ll be hard to beat her’ and ‘Her skills are like nothing we’ve seen,’ before the word ‘her’ changes to ‘hero’ on the screen.
Some might say this is a mediocre attempt to piggyback on the AFLW, seeing as AAMI has committed no sponsorship or other monetary support to the initiative…
AAMI sponsors the AFL and AFLW telecast
They don’t sponsor the AFL or AFLW. A ‘telecast’ sponsor is just an advertiser. If they were a real sponsor of anything AFL-related don’t you think they’d have access to team or AFL IP for this ad? It looks ridiculous.
Would have thought sponsorship dollars that go into the telecast will find their way back to the AFLW one way or another.
This is an exact copy of Under Armour’s campaign, featuring Giselle Bundchen from two years ago! What a shame. https://youtu.be/H-V7cOestUs