Australia – AAMI and Leo Australia have unveiled the latest chapter of the national insurer’s ‘Because Australia’ brand platform, offering a distinctly Australian take on luck and its limits.
The multichannel campaign builds on the idea of Australia as the lucky country, suggesting that for every win, there is a wobble, and for every fluke, a fail.
The hero film follows moments where one person’s good fortune is balanced by another’s misfortune, framed as a kind of luck yin and yang within everyday Australian life.
The film’s narrator observes, “While you’re having a rippa, someone else is having a shocka. Yeah, it’s all connected. And you never know which end of the stick you’re going to get”. As life moves faster, the campaign positions unpredictability as an inherent part of the Australian experience.
Mim Haysom, EGM Brand and Customer Experience at Suncorp, said, “AAMI recognises life can be unpredictable – from the lucky everyday moments of quintessential Aussie life to the unlucky times when our customers need us the most; AAMI is there to support and make it easier. There’s no insurance brand in Australia better placed to reflect the unique realities of Australians’ lived experiences. That’s something this campaign does so well, whilst reinforcing our enduring brand line ‘Lucky you’re with AAMI’ and strengthening our position as Australia’s national insurer.”
Tim Woolford, executive creative director at Leo Australia, said, “We love the way this new campaign builds on the idea of the lucky country with a new twist – because who doesn’t love a bit of straight-up Aussie pseudo-science? The idea that there’s only a finite amount of luck to go around is the kind of tall tale you hear around a campfire, so working with Australian actor David Field to be that whimsical narrator was a real highlight.”
Led by OMD, the national campaign will run throughout the year across television, online, out-of-home, social, cinema, digital, radio, and stadium placements.
