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     

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