Two wildly unconvincing claims – based on actual AMI conversations with claimants – are the hook for the insurer’s new TV campaign out of Colenso BBDO. Simple line-drawn animation tells the stories, but the ads revert to real people for the sales pitch at the end.
“This is about acknowledging that strange things sometimes happen and that’s it’s good to have cover in these cases,” says AMI general manager of marketing & customer comms Merran Anderson. “Over the years, AMI has received some fantastic stories and this campaign aims to bring them to life.
“The team at Colenso and the animators worked really quickly to turn this around.”
A third TVC is in the works.
CREDITS
Client: IAG, AMI Insurance
Executive Creative Director: Steve Cochran
Senior Writer: Matt Lawson
General Manager: Scott Coldham
Business Director: Krystel Houghton
Account Executive: Hannah Wall
Planning Director: Lisa Divett
Agency Producer: Jen Storey
Production Company: Assembly
Design: Jonny Kofoed, Assembly
Animation: Scott Wilson, Assembly
Producer: Amanda Chambers, Assembly
Sound: Franklin Road
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