AA Life brings baaack its talking yellow sheep

AA Life’s furry, paddock-dwelling mascots Ramsey and Lambert are back again to get the New Zealand public interested in life cover insurance via a campaign by Rainger & Rolfe.

Rainger & Rolfe’s Ant Rainger says no one will be surprised that AA has brought back the yellow father and son duo.

“Throughout 2015, the AA Life ads were consistently among Colmar Brunton’s Top 10 most popular ads. So it made sense to continue with our much-loved personalities,” he says.

“Their sense of humour and lightness of touch works really well, and appeals to Kiwis from all walks of life.”

A release says the campaign features 60-second, 30-second and 15-second TV spots with various scripts talking to AA Life’s core products: life, funeral cover, accident recovery, and cancer care.

AA Life head of marketing Miranda Cook says AA found the idea delivered both around brand measures and sales results. “We struck a chord with thousands of New Zealanders last year because we introduced an original idea and adopted a tone of voice that was approachable and empathetic.”

She says AA Life’s research shows New Zealanders are underinsured when it comes to life insurance. “ … and yet while they tell us they want choice, many struggle to differentiate between the various brands in this category. That’s why I’m so pleased we are able to bring such a fresh and individual approach.”

Last year the spot had the two mascots talking about their favourite things, before they shifted to the more serious matter of life insurance. 

Suzanne Wolton, general manager of AA Life, said about the previous ad, the insurer wanted “a truly Kiwi approach” for the new spot.  

“Our iconic merino sheep’s coat is the perfect analogy for the great coverage our Live Cover product offers New Zealanders,” she said. “The AA continues to be one of NZ’s most trusted, enduring brands. In a competitive category we wanted to stand out with a serious offer, told with warmth, likeability and good humour.”

When the first spot came out featuring AA Life’s furry friends, it seemed to be a popular time for brands to use cute animals as mascots. As evident in Life Direct’s sloth, Speight’s ginger bear and shortly after, Vodafone’s Piggy Sue and BP with its bunny.


AA Life: Miranda Cook, Suzanne Wolton,

Rainger & Rolfe: Ant Rainger, Jen Rolfe, Tim Dixon, Cess Underwood, Angela Budd, Hugh Walsh, Billy Hawley, Lauren Proud.

Film Construction: Perry Bradley, Patrick McAteer, Valentine Taylor.

Flux Animation: Brent Chambers, Sue Chambers, Laban Dickinson, Henry Bennett, Jeremy Ball, Adrian Rogers, Jono Cardno

Starcom: Alistair Jamison, Sophia Quilian, Beena Dhanji.

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