Australian insurance provider, AAMI, has launched a new brand platform and campaign that embraces the challenges and diversity of the Australian experience.

Developed by Ogilvy, the campaign reinvigorates AAMI’s long-standing tagline, ‘Lucky you’re with AAMI’, using Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with unlucky Australian scenarios.

It marks a departure from AAMI’s previous ‘AAMI Does’ platform, which has been in the market since 2020.

“The AAMI brand promise has always been that of positivity in the face of life’s big and little inconveniences, which is the essence of Lucky you’re with AAMI. And given that Australia is a big place with its quirks and challenges, Australians need easy insurance,” said Ogilvy Melbourne ECD, Hilary Badger. “That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique.”

Suncorp’s EGM Brand & Customer Experience, Mim Haysom said that AAMI knows first-hand some of the challenges that its customers face in their everyday lives, and how unique some of those challenges are to Australia.

“Our new campaign reflects the diversity of the Australian experience, and reinforces that when our customers are unlucky, we’re there to support them. We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand,” she said.

The campaign launches across TV, cinema, BVOD, online, OOH, audio and digital display. Production was led by Hogarth and Revolver, with media from OMD. Post-production was handled by Blockhead VFX, with sound & music by Otis.