AAMI offshoot Just Car Insurance, which insures the virtually uninsurable, has aimed its first national television advertising campaign squarely at the under-25 market. 

The nine-year-old niche operator – it makes Promina $40 million a year in premiums and has an annual growth rate of 30% – has specialised in owners of modified, imported and high-performance vehicles and drivers with a less than perfect record.

Although the company has always insured the unpopular under-25 market, this advertising foray indicates it is trying to take a bigger share of the youth market, with the aim of passing safe drivers on to AAMI as they mature.

Just Car Insurance National Manager Andrew O’Hara says the five 15-second ads have a gritty attitude and are based around the tagline “Just Car. Just Is.”