Parodying your own ads: inspired, or indulgent?
Despite being referred to as “insufferable” by some consumers, AAMI’s Recorder Girl ad is enjoying second and third lives in parody ads, giving the brand new reach and acceptance, which is value hard to put a price on, says Julian Smith.
A few short weeks ago, a huge backlash broke on social media over AAMI’s TV ad for roadside assistance. You know the one: a young bespectacled blonde girl keeps blowing her recorder discordantly in the back seat of the broken-down family sedan, parked on the side of a country road.
“Insufferable” was the overwhelming verdict.
Responding to the outcry, AAMI issued an abject apology and restriped the sound-track. Now the young flautist’s notes have magically become melodious (though even the new melody still doesn’t sit all that comfortably in the music mix alongside a grab from the old Danke Schoen song and the “Lucky you’re with AAMI” end music sting).
