AAMI Insurance promotes its Business Insurance for Tradies, which offers cover for carpenters, electricians, gardeners, painters, plumbers and other tradies, in a new commercial.

“AAMI knows if you’re a tradie, your tools are king. That’s why AAMI Business Insurance offers cover for tools and portable valuables from damage or loss.” – this is the idea behind the 45-second spot, titled “Excalibur”, featuring two tradesmen. One of them gives the other “a little tip”, namely “always invest in the best”, referring to various tools, which he then presents. He shows his fellow a jaw, a jackhammer, and “the king of hammers” that he calls “Excalibur”. The next scene features the trainee tradie using Excalibur while working to build a house and dropping it into a concrete foundation. The hammer owner shouts “Noo” in despair and tries to take it out, but with no success. Luckily, an AAMI officer shows up and manages to take Excalibur out of the foundation.

The spot ends with the voiceover introducing the Business Insurance and saying the company’s tagline, “That’s not very insurancey”.