AUCKLAND, Today: AA Insurance and DDB Aotearoa are giving homeowners a reason to relax with a new campaign, the eighth chapter of the popular Live a Little Freer brand platform.
This latest instalment plays on those nagging questions homeowners ask themselves after leaving the house. “Did I leave my hair straighteners on?” or “Did I lock the dog door?” Only this time, the worries are personified by Celia, a cheeky animated seal pup causing lighthearted havoc.
Set to the classic Born Free, Celia’s antics highlight the peace of mind that comes with AA Insurance cover. The storyline itself draws inspiration from a real event in 2022, when a seal wandered into a Mount Maunganui home through a cat door.
“We wanted to create a character that is as endearing as she is cheeky, and we hope New Zealander’s fall in love with Celia as much as we have.” Said Adam Gunser, Director at Good Oil.” – Adam Gunser
“Celia brings to life those little worries homeowners have in a way that’s fun and engaging,” said Veronica Copestake, Creative Director at DDB.
Minna Reinikkala, Senior Brand, Content & Sponsorship Manager at AA Insurance added, “This campaign is all about reassuring Kiwis that AA Insurance has them covered, so they are free to go about their daily lives.”
Good Oil and Blockhead helped craft Celia, blending animation with charm. “We wanted to create a character that is as endearing as she is cheeky, and we hope New Zealander’s fall in love with Celia as much as we have.” Said Adam Gunser, Director at Good Oil.
The campaign officially launched Monday 15th September 2025, rolling out across TV, outdoor, digital and social, with 30 and 15-second spots leading the way.
CLIENT CREDITS
Chief Product & Marketing Officer: Shaun Rees
Senior Manager – Brand, Content & Sponsorship: Minna Reinikkala
Brand Lead: Amanda Hogg
Agency credits: DDB Group Aotearoa
Production Company: Good Oil
Director: Adam Gunser
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
DOP: Marty Williams
Editor: Simon Price
Post Production Company: Blockhead VFX
Sound Design: Miller Christensen-Yule
Music Licensing: Jonathan Mihaljevich, Franklin Rd Music & Sound
Media Agency: OMD
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