DDB taps grannies & puppies to sell AA home-and-contents insurance

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DDB has taken AA Insurance in a new direction with a new online campaign – away from the usual car insurance experts stuff, to home and contents insurance.

Tasked to bring awareness to the fact AA Insurance also offer award-winning home and contents insurance, DDB had a little fun … with puppies, grandmas and food.

“The strategy for the work was simple,” said ECD Shane Bradnick. “Insurance is boring and it’s hard to make people care … so DDB called in some unique talent that was impossible to ignore.

“AA Insurance customers care about grannies, puppies and delicious-looking pancakes. So, we put those things in front of a giant logo, and it made people smile, laugh and even hungry.

“They may also help them remember that AA Insurance offers home and contents, and to sign up before they actually need insurance.”

Melodie Vickars, Brand, Sponsorship and Acquisition Manager for AA Insurance agrees.

“This collection of work tackles a business problem for us in an honest, upfront and interesting way. Besides, what other insurance provider can offer to make you feel all ‘warm and gooey inside’, just like your favourite chocolate pudding?” Three brand spots went live on Sunday 7 th May. Watch Grandmas, Food and Puppies online.

  • See the other ad here


Client: AA Insurance:
Head of Marketing and Communications: Richard Park
Brand, Sponsorship and Acquisition Manager: Melodie Vickars
Marketing Specialists: Josh Thomson, Misha Desai
Marketing Representatives: Dianne Spaans, Dita Sekhar
Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Ben Pegler
Art Director: Borja Iciz
Copywriter: Kiran Strickland
Lead Business Partner: Kate Lines
Senior Business Director: Carly Pratt
Business Coordinator: Frankie Everard
Planning Director: Andy Bell
Senior Planner: Anna Gunnell
Executive Producer: Judy Thompson
Senior Agency Producer: Samantha Royal
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Producer: Nikki Smith
Director: James Dive
DOP: Crighton Bone
Post Production Company: Blockhead
Editor: Julian Currin
Soundtrack/composer/Music: Liquid Studios

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