AMI imagines a safer world in newly launched brand campaign via Colenso BBDO, Auckland

Screen Shot 2017-10-05 at 8.45.07 am.jpgAMI with Colenso BBDO has launched its new purpose with an unconventional insurance commercial that imagines how good a safer world might look.

The feel-good spot features a young roller-skater as she confidently journeys through a very safe and considerate neighbourhood, all to the groove of an 'old-school' hip-hop track.

The film introduces the idea that together, we can make our world a safer one. And only with a subtle nod to insurance.

Says Alex Geale, GM of customer value propositions at IAG: "This campaign is designed to introduce New Zealand to our belief that a safer world would be a better one. A belief that has already seen our AMI brand involved in several safety initiatives in the past, and will certainly guide many more in the future."

Geale names AMI providing free helmets for cyclists, advanced warning signs for roads, and their recently formalised relationship with New Zealand Red Cross, that saw them supporting care packs given out to vulnerable families in Taranaki, as examples of AMI walking the walk.

These and other examples of what AMI and its local stores have been doing over the years have been collated on their website.

Says Geale: "Most of us think of insurance as a safety net, the ambulance at the bottom of the cliff. But we'd like to think we can broaden that remit to help people be safer.

"This isn't simply an insurance company trying to reduce claims, but a genuine desire to play a bigger, more meaningful role in society.

"Imagine if we did look out for each other just a little bit more. If the world was a safer place. Perhaps we could all enjoy life a little more with fewer fears?"

Says Angela Watson, head of account management at Colenso BBDO: "While the insurance AMI offers help kiwis feel financially safer, this campaign sets up a platform for the brand to go that extra step and really make a difference in the community."

The campaign films were directed by Campbell Hooper of The Sweet Shop. The 60 second brand spot will be followed and supported with other films and out of home which also feature "Rollergirl".

Client: IAG
Creative Agency: Colenso BBDO
Production Company: The Sweet Shop
Stills photography: Matt Baker
Partners: PHD, Chemistry, Franklin Road


Wrong said:

Sorry but I don't actually get it. Insurance doesn't look out for you, or make the world a safer place, it helps you recover when shit goes wrong. Cool music track might save it through...

Jo said:

Absolute rubbish, means nothing.

Erm.... said:

Dear Wrong, read what it says

Maybe you're wrong Friend said:

But what if insurance did look out for you, or help make the world a better place? That'd be better than just undoing what life does...

Hey "wrong" said:

Nice. You wrote the same comment over on Stoppress. I guess originality ain't your thing. If you really want to be heard so much, you should give Colenso a ring yourself and talk to them about it.

Mike hammond said:

Who is rap singer/music source used for video song

Mike hammond said:

Who is rap singer/music source used for video song

Jimbob said:

Sounds like ‘digable planets’ in the audio.

Light bulb moment said:

Here’s how it works:

You pay your insurance to cover your risk ‘in case’ something happens. In a ‘safer world’ your risk of something going wrong reduces. So you still pay the same premium but are less likely to make a claim....

So the insurance company gets to keep your money more often.

Safer world, less accidents, less claims, bigger insurance company profits.

Name? said:

Where I'm From

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