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My colleagues and I have been recently appalled by the new creative execution for AAMI TVC campaign - the 'BUY ME A RING TODD'.....appalled at the boring, banal and insulting subtext (ie. stereotypical boring gender classification bordering on disempowered woman, needs man to buy ring etc) - it smacks of 70s sexism and is revolting to have to sit through. Upon questioning, the AAMI Marketing Manager responsible for the dribble 'Richard' (03) 8520 1918 - stood firmly by his creative and continued on his misguided rhetoric that this was good advertising. There is a massive ground swell of angry AAMI customers who are now forming social groups, and taking collective action to let these monkeys know that it is inappropriate to jam such useless stereotpyical shiat down informed consumers throats! I am hoping to do a case study on the effects of collective action across multi-media platforms for the power of the people to insist on quality creative in campaigns. The industry must be held accountable and the people now have the voice. | ||||||||
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5.00 (Excellent) Vote:
July 2nd Get a life! The AAMI ad is pretty annoying, but disempowered women... 70’s sexism... please!!! The ad’s just poking a bit of fun. You need to lighten up lady. There are far worse problems in the world.  Reply
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4.50 (Excellent) Vote:
July 3rd Ok you have my attention - I haven't seen the advert - do you have a copy? As for rachel121's comments - yes there are big problems in the world and this may not be huge but when you consider 1 of the biggest problems in the world is women not having a voice in many countries - I think we should be passionate about eliminating retro stereotypes. Reply
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1.00 (Very Poor) Vote:
July 3rd Totally agree Jackie - the main problem facing the world today is lack of female representation in leadership positions. In fact, I gave a talk last week at the Victorian Chamber of Commerce on Web 2.0 and I was the only woman speaker for the whole day - there were 15 blokes and me. Interestingly enough the audience was 65% female! There is an ETHICAL question at play here, the Marketing Managers of the world have an ethical obligation to society to participate in positive imagery towards women. Do you think there would be so many wars if women were running the world? Rachel 121 - it is women like you, who are so far down the rabbit hole, so deeply convinced by your male colleagues rhetoric you actually participate in it! Indeed women like you are just as big a part of the problem, if not a worse. Men quite obviously dont want to stop women being their slaves, give them a big ring and shove them in the kitchen and the AAMI ad is a symptom of this....brainwash them young! Have a good long hard think about that one sista. Rock on Reply
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August 16th You have got to be kidding Liza, the only real 70's sexism going on is your miss placed feminism. Get a life pleeeeeeaze! Outside of AAMI over playing these tvc's they're pretty effective. I wouldn't buy their policy because they ram it down your throat but at least there's a bit of humour going on. Nicely offset by the other characters in the tvc who drew your eyes away only to make you refocus on the message. As for putting Richards contact details in your post in the obvious hope people would ring and complain, grow a pair and put your own details in the post. Reply
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