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The critical role that an ally can play within communities following major natural hazard events is the inspiration for AMI’s new brand campaign.

Developed with creative partner Colenso BBDO, directed by Tom Gould and produced by The Sweetshop, AMI’s 60 second TVC casts real people who have lived or are deeply connected to the experiences they portray. These including some people directly affected by Cyclone Gabrielle and the North Island weather events in 2023.

The story-follows several scenarios of different New Zealanders overcoming defining moments in their lives, landing on the final thought ‘It’s not what stands in front of you, but who stands beside you. AMI, On Your Side.’

AMI executive general manager, consumer brands, Paula ter Brake said, “Today marks an important new chapter in our AMI’s near 100-year history. We are excited to illustrate AMI’s legacy and role as an ally to New Zealanders and recognise that vital support insurance offers to the people of these sometimes wild and hazardous isles.

“At AMI, we take great pride in our ability to be there for New Zealanders when they need us most, and we aim to be right there with our communities providing everyday support and care, especially when the worst happens.”

Featured in the campaign is a Muriwai resident and AMI customer who had first-hand experience of the importance of being insured following the North Island weather events and Cyclone Gabrielle just over two years ago. The clip recreates the impact of these flooding events on a family home and captures that sense of loss immediately following a natural disaster.

Also featured are members of the Sikh community of New Zealand seen sharing a meal together at Auckland’s Takanini Gurdwara temple and teen horseback riders from Hokianga in the Far North.

Colenso BBDO chief creative officer, Si Vicars said, “Powerful brands find a truth about themselves rather than inventing things. AMI started life as an ally to New Zealanders and everything they do today cements their place as the brand going above and beyond for their customers, communities and the country.”