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.
The campaign aims to use the word ‘her’ in a less dismissive way, and celebrate and recognise the ‘hero’ in every woman.
“Working with the AAMI team on this project and seeing these professional footballers in their element was inspiring”, said Meghan Winger, account director at Edge.
Angela Grogan, social media adviser for AAMI said it was a “privilege” to work for a brand supporting both male and female aspirations.
“We’re so proud of these female athletes and the fact that Australians everywhere are welcoming the AFLW league so enthusiastically into their homes – we just wanted to show our support,” Grogan said.
Director of the ad, Cassie De Colling said working with females across AAMI and Edge consolidated a message for females “beyond the realm of a sports stadium”.
“It says,’We are the heroes, we can do it and we are here to stay’,” De Colling said.
The campaign will run across AAMI and Channel Seven’s social media channels.
Credits:
Director: Cassie de Colling
Executive creative director: Matt Batten
Creative concept: Carleen Ramsay and Fiona Cox
Producer: Emily Bull
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…
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AAMI sponsors the AFL and AFLW telecast
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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.
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Would have thought sponsorship dollars that go into the telecast will find their way back to the AFLW one way or another.
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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
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