AAMI employs a karate kid in latest campaign

4 May 2018

Advertiser: AAMI
Creative Agency: Ogilvy (VIC)

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The series of spots mark the third year of the brand’s ‘Not Very Insurancey’ platform.

Ogilvy Melbourne has created a new campaign for AAMI Life Insurance.

‘Karate Camilla’ is the latest in a series of spots released by AAMI since the start of year and  features six-year-old Camilla, a young karate student.

AAMI continues to opt for its usual formula that features comedic characters in uncommon scenarios.

In the ad, Camilla's father has taught her a new way of remember her moves, 'defend, connect, protect'. While acting out the moves, the father proceeds to knock over a large amount of life-threatening weaponary.

“Our brief was to create something different for AAMI Life Insurance, a notoriously touchy subject. Lucky for us, we ended up with so much more; Life Insurance delivered in a very ‘Not Very Insurancey’ way. Yet another demonstration why AAMI is not your average insurance brand," Ogilvy Melbourne ECD David Ponce de Leon says.

“Our comedic ‘Karate Camilla’ content is designed to both engage in a way that reflects our brand’s unique personality, and remind parents that as much as they can work to support and protect their kids now, they should never forget to protect their future," AAMI executive manager brand and marketing Michelle Martinis says.

The spot was released nationally this week through  TV, digital and customer communications. 

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