Australian insurance company AAMI has launched a safe drivers reward program with an advertising campaign centred around the Moving Pictures song, “What about me?”. A television commercial presents humorous situations that have led to people claiming insurance payouts, along with an Aussie battler who has never needed to claim anything. The campaign, launched on December 26, 2009, has been continued with print, outdoor, radio and digital advertising, along with sponsorship of cricket over the summer season.
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“The ad depicts an extreme scenario of drivers who aren’t paying attention and cause accidents. It’s an exaggerated look at the things that people do while driving that cause accidents,” said AAMI Executive Manager Richard Riboni.
The What About Me campaign was developed at BADJAR Ogilvy, Melbourne, by creative director Michael Knox, senior copywriter Fergus Donaldson, senior agency producer Tim Marxsen, senior digital art director Nicholas Desira, senior account director Nick Muncaster, accoutn managers Matt Rose and Leah Carew.
Filming was shot by director Patrick Hughes via Radical Media with producer Sam Mead. Editor was Michael Houlihan at MRPPP.
Sound and music were produced at Electric Dreams.
Sam Hopgood – Soundlounge (Music + Sound Production)
producers Cornel Wilczek, Andrew Callaghan, Henry Wagons, James Cecil, John Lee & Jojo Petrina
AAMI staff were executive manager of marketing Richard Riboni and advisor brand communications marketing Nicole Nuthall.
“What About Me” is a song written by Garry Frost and Frances Swan, first recorded by Australian rock band Moving Pictures from their album Days of Innocence. It was the band’s first number-one single in Australia spending six consecutive weeks on the top; there, it was the second-highest selling single of 1982.