AMI Insurance is on ‘On Your Side’ When Household Items Act Out

AMI Insurance’s new brand platform brings the inanimate to life. Televisions dream of great adventure, bathroom taps boldly become fountains, and posts perform invisibility tricks. It’s all part of the campaign aimed at celebrating the company’s human approach to insurance for Kiwis.

According to AMI, the campaign is inspired by real experiences of how customers say they feel when something goes wrong in their lives. Shot by Alex Roberts of Finch in collaboration with Colenso BBDO, the short films use anthropomorphic household items to show that it can indeed feel like taps have minds of their own and that TVs sometimes just disappear out the door.

“Humanness is at the center of AMI’s values and our team members are committed to being on the side of our customers. This means we know that when something happens and a customer makes a claim, listening to them goes a long way in making them feel that we’re on their side when it might feel to them like the world isn’t,” said AMI Marketing Manager, Jessica Bunker.


It’s a refreshing strategy from an insurance company. And that post really did come out of nowhere. I swear it did.

“A key part of the creative strategy was to give these everyday inanimate objects quirky personalities and to create a memorable campaign that also resonates with Kiwis’ everyday lives.”

“New Zealanders need to know their insurer is going to be on their side when they call to make a claim,” said Henry Kozak, Strategy Director Colenso BBDO. “They need to know they have their best interests at heart and that they’ll respond with understanding in those often stressful moments. “On your side” is AMI reinforcing that promise.”


On Your Side launches this week nationwide, across TV, OOH, digital, press, and social channels.


Client: AMI
Agency: Colenso BBDO
Production Company: FINCH
Director: Alex Roberts
Managing Director: Corey Esse
EP / Producer: Jimena Murray
DOP: Ginny Loane
Editor: Lucas Baynes at ARC Edit
Post-production (company name): Perceptual Engineering
Colorist: Matic Prusnik
Online: Jon Baxter at Perceptual Engineering
Music & Sound Design Producer: Tamara O’Neill
Music Composition: Peter van der Fluit
Sound Design & Music (company name): Liquid Studios
Sound Engineer: Craig Matuschka
Marketing Manager, AMI: Jess Bunker
Senior Segment Manager, AMI: Melanie O’Leary
Marketing Coordinator, AMI: Meika Etheridge
General Manager, Customer, and Marketing – Renee Milkop-Kerr

Media: PHD Media

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