AMI Insurance has introduced a new brand campaign highlighting its role in supporting New Zealand communities, particularly in response to natural disasters.
The campaign, developed in partnership with creative agency Colenso BBDO and directed by Tom Gould, features individuals with direct experience of extreme weather events, including those affected by Cyclone Gabrielle and the 2023 North Island floods.
The campaign’s 60-second television advertisement depicts various New Zealanders navigating pivotal moments in their lives. The message concludes with the statement: “It’s not what stands in front of you, but who stands beside you. AMI, On Your Side.”
AMI’s executive general manager for consumer brands, Paula ter Brake, stated that the campaign reflects the insurer’s ongoing commitment to being a reliable presence in New Zealand.
“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,” she said.
Among those featured in the campaign is an AMI policyholder from Muriwai, whose home was impacted during the North Island weather events and Cyclone Gabrielle.
Other segments include depictions of the Sikh community gathering at Auckland’s Takanini Gurdwara temple and young horseback riders from Hokianga.
Commenting on the campaign’s approach, 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.”
The campaign’s release coincides with discussions about New Zealand’s climate adaptation policies, as the government prepares to introduce legislation in 2025 to address climate-related risks.
The proposed framework follows recommendations from the Finance and Expenditure Select Committee’s inquiry into climate resilience.
The Insurance Council of New Zealand (ICNZ) has welcomed the government’s focus on climate adaptation.
ICNZ chief executive Kris Faafoi emphasised the importance of a clear policy framework to ensure communities, businesses, and insurers can prepare for increasing risks.
“New Zealanders need certainty about the way natural hazard risks from climate change are going to be managed, and government leadership in this critical area is welcome,” he said, adding that insurers are ready to collaborate with policymakers to develop a practical strategy.
