Brief Explanation

Death, a pretty heavy subject. To launch AAMI's Life Insurance product we looked at this conservative and rather serious category differently. Staying true to the brand, we turned it into something light-hearted and guilt-free, by concentrating on a simple human truth. There are lots of things we do for our family, often finding ourselves in rather uncomfortable situations, but in doing so, we forget that there's something we should do. And that's take out Life Insurance. One Dad’s 30 second ride on Gravitron, executed in glorious slow-motion, turned AAMI’s Life Insurance results on its head, and in doing so breathed new life into a category about death.