A cautionary tale of ‘Bargain Regret’ in AAMI’s new campaign via Ogilvy Melbourne.

January 17th, 2022: The latest AAMI campaign via Ogilvy Australia, Melbourne, taps into the universal insight of the tantalising lure of a bargain, only to reveal that going too cheap may end up costing you more in the long run.

From popcorn exploding vacuums to rogue smoking Stairmasters, the 60 second launch film comically showcases the repercussions of going for the cheapest option. Each scene builds the momentum and heightened sense of calamity to finally land the message that when it comes to insurance, cheap deals unfortunately may have much bigger consequences.

Says Lenna Boland, Group Creative Director, Ogilvy Australia, Melbourne: "We’ve all gone down the path of thinking we've scored an unbelievable deal, only to be left with a dreaded feeling of disappointment when it all goes wrong. The promise of cheap and cheerful, unfortunately, often ends with a painful 'should have known better' feeling. That feeling is Bargain Regret. And this is the basis of AAMI's cautionary insurance tale".

Says Rapthi Thanapalasingam Head of Mass Brands & Sponsorships at Suncorp Group: "Bargain Regret is such rich territory and something we can all identify with. Vacuum cleaners are one thing, but when it comes to the important things, like insurance, we wanted to remind people that it pays to have a closer look. To think twice about the real value your insurer offers. But, to do so in a typically entertaining, playful and engaging AAMI way".

Adds Ryan Clayton, Creative Director, Ogilvy Australia, Melbourne: "The moral of AAMI's Bargain Regret story is simple: don't go cheap on the important stuff."

Says Mim Haysom CMO/EGM Brand & Marketing at Suncorp Group: "Since launching our AAMI Does platform, we've reasserted AAMI as Australia's leading national insurer by showing Aussies we do things other insurers don't, and we deliver when it counts. We're excited with this next evolution of our brand platform and to continue the great momentum we've built to date."

The campaign launches nationally in major broadcast channels, in conjunction with special build OOH and contextual digital & social placements, and comes as AAMI continues to lead the Australian Insurance sector as the most considered brand nationally, now 12 percentage points higher than any other insurer.



Bargain Regret




Client: AAMI (Suncorp)

Mim Haysom: CMO/EGM Brand & Marketing
Rapthi Thanapalasingam: Head of Mass Brands & Sponsorships – Brand & Marketing
Toby Gill: AAMI Marketing Manager
Alexandra Davey: AAMI Marketing Lead

Agency: Ogilvy Melbourne

Executive Creative Director: David Ponce de Leon
Group Creative Director: Lenna Boland
Creative Director: Ryan Clayton
Head of Production: Susannah George
Head of Strategy: Virginia Pracht
Group Account Director: Angus Pearce
Senior Account Director: Benedict Smith
Account Director: Kirstie Ly
Senior Account Manager: Cherry Lin
Social Creatives: Julia Stretch & Robbie Ten Eyck
Creatives: John Barrett & Liam Ratliff
Head of Print Production & Studio: Brendan Hanrahan
Studio: Lok Leung, Gabbie-Joy Ocello & Kat Barlow


Production Company: AIRBAG Productions
Director: Uncle
Executive Producer: Martin Box
DOP: Aaron McLisky
Production Designer: Steven Jones Evans


Photographer: Hugh Peachey
Offline Edit: ARC Edit
Offline Producer: Freya
Editor: Graeme Pereira
Post-production: Fin Design & Effects (VFX & Flame)
Colour: Edel Rafferty

Sound & Music

Music: Otis Studios
Sound: Joe Mount @ Electric Sheep


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