AAMI Celebrates Young Athletes in the Making While Highlighting the Challenges They Create

Kids love pretending to be their favorite sporting heroes, but they usually don’t have the skills just yet.


According to a new campaign from AAMI via Ogilvy, when young athletes’ aspirations exceed their skills, it creates a unique challenge for Australian households. The campaign aims to show how AAMI helps easily put things right.

Called “Athletes in the Making”, it is the second iteration of the new AAMI brand campaign, which first launched in March. The brand platform reminds Australians that when unique quirks happen in Australia, it’s Lucky you’re with AAMI.

Ogilvy Australia ECD Hilary Badger said: “Kids love pretending to be their favourite sporting heroes. Especially when the world’s biggest sporting event is about to happen. Realistically, though, they don’t have the silky skills of their heroes. But when things go wrong, the parents of Australia can take comfort if they’re covered with AAMI.”


The campaign includes a fun, 60-second spot full of inspiration along with some innocent devastation.

AAMI’s Head of Brand & Content, Rapthi Thanapalasingam added: “At a time when most of Australia will be unified around supporting our athletes, we want to reinforce how Australia’s leading national insurer is there to support our little athletes in the making when things don’t quite go to plan.”



Client: AAMI (Suncorp)
CMO/EGM Brand & Customer Experience: Mim Haysom
Head of Brand & Content: Rapthi Thanapalasingam
AAMI Brand & Marketing Manager: Toby Gill
AAMI Marketing Lead: Liza Friedman
Mass Brands Marketing Specialist: Breanna Webster
AAMI Marketing Specialist: Sally Frank

Strategy & Creative Agency: Ogilvy Australia

Production: Hogarth
Production Company: Scoundrel
Director: Tim Bullock
VFX: Blockhead VFX
Sound: Squeak E Clean Studios
Media: OMD
Photographer: Chris Tovo
Retoucher: Aaron Foster @ Studio ADFX

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