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Parnell-based creative agency Ranger & Rolfe has launched a new AA Life Cover campaign and – as expected – retained Ramsey and Lambert as key characters in the story.

“No one will be surprised at this,” says Ant Rainger. “Throughout 2015, the AA Life ads were consistently among Colmar Brunton’s Top 10,” he said. “So it made sense to continue with our much-loved personalities.

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

AA Life head of marketing Miranda Cook said: “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. And we found it delivered, both around brand measures and sales results.

“Our research says 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.”

The campaign features a number of different 60s, 30s and 15s with various scripts talking to AA Life’s core products: Life, Funeral Cover, Accident Recovery and Cancer Care. Special offers from both AA (Membership) and AA Smartfuel complement the proposition.


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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