AMI brings crazy claim stories to life in animated ad series

  • Advertising
  • December 9, 2014
  • StopPress Team
AMI brings crazy claim stories to life in animated ad series

Insurance isn't often thought of as an industry overflowing with humour, but AMI is showing that it does in fact have a funnier side in new campaign that brings to life true claim stories in a new animated series.

The first two clips called 'Car hit caravan hit boat' and 'Unknown cat' tell quirky, seemingly far-fetched stories that have been pitched to the AMI claims team over the years.          

"This is about acknowledging that strange things sometimes happen and that's it's good to have cover in these cases," says Merran Anderson, the general manager of marketing and customer communications. 

Anderson says that over the years, AMI has received some "fantastic stories" and this campaign aims to bring them to life.

She says AMI decided to use animation, because it allowed for the stories to be told quickly enough to fit into the tight TVC time-frame. And, in addition, the animation style also carries over the visual identity of the AMI concept stores into the promotional material.

"The team at Colenso and the animators worked really quickly to turn this around," says Anderson. 

So far, the insurance provider has only released two clips, but Anderson says a third one will follow shortly, and she also foresees this campaign perhaps evolving in the digital space, with AMI customers sending in stories, which are then told through the unique animated style.  


Client – IAG, AMI Insurance
Executive Creative Director – Steve Cochran
Senior Writer – Matt Lawson
General Manager – Scott Coldham
Business Director – Krystel Houghton
Account Executive – Hannah Wall
Planning Director – Lisa Divett
Agency Producer – Jen Storey
Production Company – Assembly
Design – Jonny Kofoed, Assembly
Animation – Scott Wilson, Assembly
Producer – Amanda Chambers, Assembly
Sound – Franklin Road     

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Save the date: Stoppies is returning for another year

  • The Stoppies
  • January 16, 2019
  • StopPress Team
Save the date: Stoppies is returning for another year

On 14 February 2019, the StopPress team will be showering the industry in love as we take a look back at the best of 2018 at The Stoppies brought to you by oOh!.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit