AAMI enlists AFL stars, Kylie Minogue for Grand Final "Rescue" moment

AAMI has extended its "AAMI To the Rescue" platform to the 2026 AFL Grand Final, featuring Kylie Minogue in a pre-match entertainment segment before the first bounce at the MCG on Saturday.

The activation was developed with WPP Media OpenEra and combined AAMI's AFL partnership, the Seven Network broadcast and the in-stadium environment into one moment for supporters at the MCG and viewers at home.

The content opens with the wrong button being pressed in the stadium's scoreboard control room, sending the match ball into the stands. A rescue mission through the stadium follows, delivering the ball back to centre stage for the first bounce.

The ball is stopped by Kylie Minogue, who hands it to the AAMI Woman while delivering the line "I should be so lucky," referencing the brand's "Lucky you're with AAMI" proposition.

Mim Haysom, Executive General Manager Brand and Customer Experience, Suncorp, said: “What started as a simple rescue mission for the AFL ball five years ago has become a much-loved part of Grand Final day, with fans now looking forward to seeing how AAMI will surprise them each year.”

“This year's rescue is our biggest and boldest yet. Bringing together footy, humour, spectacular storytelling and Australian icon Kylie Minogue has allowed us to create a truly memorable moment that celebrates the excitement of the AFL Grand Final while remaining unmistakably AAMI.”

Also featured was NBA player Dyson Daniels, comedian Broden Kelly, AFL CEO Andrew Dillon, and current and past AFL/AFLW players including Gary Ablett Jr, Sam Docherty, Kane Corne, Darcy Moore, Darcy Vescio and Mon Conti.

A teaser campaign ran through Grand Final week across Uber, Vinyl Media, broadcast TV and social, ahead of the hero integration, which aired just before 2.30pm on Saturday, 26 September.

Celia Blackwood, Client Managing Director at WPP Media OpenEra said: “The AFL Grand Final is one of the few moments that truly captures the attention of the nation, and our role was to help AAMI turn that attention into something people would actively want to watch, share and talk about.

“By bringing together partnership rights, broadcast integration, talent, content and the live stadium environment, we were able to create a connected brand experience that feels less like advertising and more like a genuine part of the Grand Final spectacle.

“It’s a great example of how we help clients create culturally relevant moments that build fame, drive engagement and deliver impact at scale.”

Katie Finney, Seven Network Director of Sales, Television and Streaming, said: “The moments immediately before the first bounce carry enormous excitement and anticipation.

“This integration has been designed specifically for that environment, bringing the broadcast and the stadium experience together to give fans an entertaining final moment before the game begins.”

WPP Media OpenEra and WPP Media Sport & Entertainment handled strategy, planning and delivery, working across AAMI's partnership rights and broadcast and in-stadium opportunities. The hero content was produced by Whooshka Media, with input from AAMI, WPP Media Sport & Entertainment, the Seven Network and the AFL.

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CREDITS

Suncorp:
Mim Haysom – Executive General Manager 
Rapthi Thanapalasingam – Head of Brand and Content 
Jenny Hutchison – Executive Manager, Sponsorships and Community 
Julia Reimnitz – Marketing Manager 
Angie Moore – Content Lead
Gabrielle Emmett – Sponsorship Manager
Breanna Webster – Marketing Specialist 
Susie Turner – Sponsorship Specialist 

Open Era with WPP Sport & Entertainment:
Jayden Harris – Partnerships Group Director
Nick Garrick – Partnerships Manager
Celia Blackwood – Managing Director
Nandini C Saigal – Investment & Activation Director
Michaella Williams – Connections Planning Group Director

Seven Network:
Isabelle Davies – Brand Content & Integration Manager – AAMI Lead
Peta McMurray – Sydney Head of Sport Sales
Catherine Dingli – Brand Content & Integration Senior Manager – AFL Lead
Gary O’Keeffe – Head of AFL and Sport Innovation

Whooshka Media:
Adrian Brown – Managing Director
Paddy Mithen – Director
Jodie Fisher – Producer
Liberty Paschke – Production Manager
Sarah Cameron – Production Manager
Eddie Thorn – 1st AD
Jamie Merendino – Editor
Ben Blennerhassett – DOP
Francesca Carey – Production Design
Film Star Lighting – Lighting
Ripon Productions – Sound Design
ISDK Films & The Bureau – VFX
Daniel Witt, Moodlab – Colourist

AFL:
Rachelle Cain – Senior Partnerships Account Manager, AFL