Sheila B. Wright
Turning Everyday Insurance Chaos into Comedy Gold
Problem
AAMI wanted to refresh its iconic “Lucky You’re with AAMI” tagline for a younger, digital-savvy audience. The challenge: Make insurance—one of the most low-interest, mundane topics—into content people actually want to watch, engage with, and remember.
Create a culturally relevant, comedic character to deliver insurance messaging through relatable entertainment.
The idea was Sheila B. Wright, a lovable, accident-prone character played by comedian Mel Buttle, who turned everyday mishaps into hilarious stories highlighting AAMI’s insurance solutions.vThe execution brought Sheila’s chaotic life to audiences through episodic, narrative-driven videos built for TikTok, Instagram, and YouTube. Each episode front-loaded key brand messages within the first 20 seconds, followed by 60 seconds of pure comedic chaos.
Channels spanned paid, owned, and earned media, ensuring Sheila’s story reached audiences everywhere they scrolled.
Solution
Well Earned Results
Well Earned Results
Impressions
16.9M
$0.12
CPV
(BM: $0.19)
Ad Recall Uplift
+14.1%
This wasn’t just a campaign—it was a cultural reset for how insurance can show up online. With 16.9 million impressions, a 53% watch-through rate on the top-performing 90-second spots, and a 14.1% lift in ad recall, AAMI successfully made insurance entertaining. By blending comedy with storytelling, AAMI didn’t just boost engagement—it made Sheila B. Wright a fan-favorite and proved that even the dullest categories can spark joy when you tell the right story.