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DDB gives AMI a facelift

Tue, 26 Oct 2010

Hot on the heels of Colenso BBDO’s repositioning work for State Insurance, competitor AMI Insurance has also trotted out a new-look effort.

It’s all about “Insuring New Zealandness”, and it’s unashamedly Kiwi – right down to the shockingly Kuwi accent.

Agency DDB is the perpetrator, while Oktober, Blockhead, Liquid Studios and Robbers Dog also get the credit.

The agency has come out with two new spots, the first of presumably many in this repositioning campaign.

They’re called “Weekend Away” and “Doing Stuff”, and they celebrate good old Kiwi traditions.

“‘Insuring New Zealandness’ is about protecting and celebrating all the things that we hold dear about this little nation of ours,” said DDB’s Nobody McPerson in a PR statement.

“Through TV, print, online and outdoor this campaign holds up a microscope to some of our idiosyncrasies and says ‘Hey, Kiwis are a bit special and, as Kiwis ourselves, we don’t just get it, we tailor our business to suit this unique way of life.’”

DDB ECD Toby Talbot said there’s a third spot yet to come called “Backyard Dream”.

“For an insurance campaign, it’s nice they don’t get heavily into product and all that sort of thing. What I like about it is they’re saying, ‘We’re insuring our way of life’ – it’s about protecting everything we hold dear in this country.

“Essentially, it’s about insuring our quirks and our unique attributes that make New Zealanders, New Zealanders.”

Mr Talbot said it’s a great position for AMI to be in as the country’s biggest insurance company.

“A lot of people go out there and claim New Zealand-ness, but they’re the real thing.”

Mr Talbot said AMI is “chuffed” with DDB’s work.

“It’s also gone down really well with the staff at AMI. Most insurance ads are frigging boring – at least we can relate to these.

“And the smile [icon] has always been their thing, so it’s great we’re moving that on into this new space.”

The ad was voiced by comedian Dai Henwood, whom Mr Talbot describes as “Kiwi as anything”.

Mr Henwood has been a hit with AMI, and although the voice comes across heavily accented, Mr Talbot said it was more about a voice with conviction.

“Dai really nailed it. For me it was more about the person who could say ‘Insuring New Zealandness’ in the funniest way.

“He’s got a great dose of irony and conviction, and he does it well.”

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DDB gives AMI a facelift
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