AMI Keep Smiling

AMI Insurance is celebrating 80 years of service in New Zealand with a campaign focused on the smile. Interestingly enough, the ad focuses on women as the ones who must cope with the disasters brought on by the males in their lives. The TV ad at the heart of the campaign is “Keep Smiling”, in which a woman sings through the decades, encouraging her sisters in suffering to smile through their fear and sorrow. The spot opens and closes with the classic movie scenario of luggage left on the top of a taxi.

AMI woman keeps smiling


Click on the image below to play the video in YouTube

Credits

The AMI Keep Smiling ad was developed at DDB New Zealand by executive creative director Toby Talbot, copywriter Martin Brown, art directors Darran Wong Kam and Clara Mclaurin.

Filming was shot by director Darryl Ward via Curious Film, NZ, with producer Matt Noonan, director of photography John Toon and editor David Coulson.

The song ‘Smile’ was originally used in the soundtrack for the 1936 Charlie Chaplin movie Modern Times. Nat King Cole made the song popular in 1954.

AMI woman keeps smiling

Keep Smiling

Words by John Turner and Geoffrey Parsons and music by Charlie Chaplin

Smile though your heart is aching
Smile even though its breaking
When there are clouds in the sky, you’ll get by
If you smile through your fear and sorrow
Smile and maybe tomorrow
You’ll see the sun come shining through for you

Light up your face with gladness
Hide every trace of sadness
Although a tear may be ever so near
Thats the time you must keep on trying
Smile, whats the use of crying?
You’ll find that life is still worthwhile
If you just smile

That’s the time you must keep on trying
Smile, whats the use of crying?
You’ll find that life is still worthwhile
If you just smile

Women pull rope in AMI TV ad