ahm health insurance explores ‘adulting’ in second content campaign via JimJam Ideas
ahm health insurance has just launched its second content campaign created by JimJam Ideas.
The second campaign is for ahm’s private hospital cover telling viewers that it’s just the right amount of adult for young people transitioning through life.
Says Charlie Cook, joint CD, JimJam Ideas: “We’ve all grown up knowing friends that have gone too adult, too early. We wanted to exploit this ‘adulting’.”
Says Amanda Romeo, head of marketing at ahm, about JimJam: “The team have shown with both the Too Adult series as well as Expect to be Expecting a great ability to turn an audience insight into some really engaging and entertaining content and have been a pleasure to work with.”
Having formed part of ahm’s creative panel in the latter part of last year, JimJam’s first campaign was for a new product which included pregnancy cover. The campaign carried the line ‘Expect to be Expecting’ and featured four couples, at various stages of the pregnancy journey, sharing their experiences. A long form video lives on the ahm website and shorter length videos were used on various social platforms.
The campaigns have delivered and continue to deliver great cut-through with ahm campaign manager Josh Dorevitch noting that “strong video completion rates, likes and shares across all creative highlights just how engaging the content is”.
Says Andrew Crocker, founder and joint CD, JimJam Ideas: “Working with ahm has been really exciting. It’s a brand that wants to make a mark in the content space and we’re thrilled to be helping them realise it.”
Agency – JimJam Ideas
Creative Directors – Andrew Crocker & Charlie Cook
Co-Writer (Obstetrics) – Steven Thomson
Art Director: Patrick Andersson
Client Services Director – Caitlin Nolan
Account Director – Anna Sharp
Production Company (Too Adult): New Film Media
Director (Too Adult) – Jody Dwyer
Producer (Too Adult) – Ben Adams
Production Company (Obstetrics): Invisible Artists
Director (Obstetrics) – Danny Stern
Producer (Obstetrics) – Re Lim
Client – ahm
Head of Marketing – Amanda Romeo
Campaign Manager – Josh Dorevitch
Media – Carat Melbourne
Leonie Dawkins & Alan Cook
10 Comments
Absolutely love this.
Must be the worst campaign you guys have ever made and produced! What a load of shit.
AHM should run a mile!!!
Me like these. Very funny.
This is great!! Good insight and so true. Love the NAMAMIL.
I think ‘amazed’ might be amazed if he wipes the load of shit out of his eyes.
Lovely work, well written and produced.
Both really nice. Funny & relevant. Well done peeps.
This is great!! Good insight and so true. Love the NAMAMIL.
Look, we all love Crocks(?) and Charlie, but if you put personal loyalties and friendships aside, this campaign misses the boat. (It takes a lunge from the jetty, but falls, arms flailing, into the water). Whilst I’m sure the campaign could be – and was –
justified on paper and in meetings, in practice the actors just come across as shocking wankers, not early-onset adults. Previous campaigns at least were unmistakably ahm both in style and content, and communicated the brand and its features unambiguously and clearly. I also bet that given their bold graphic style, they were much, much cheaper to produce. What bitter irony. Of course, I expect shit to rain down on me for having the courage and the intellect to call his campaign out. So, sink in the boot, sycophants! But be prepared to defend your position with cogent counter-argument (ie;reasons). Why is this good, strategically and creatively?
I actually really don’t love Charlie but I don’t mind these.
They’re supposed to come across as wankers and I love the line.
Unfortunately they seem to be a case of trying to do too much with too little. Could have made one spot really well with a decent director and better production values.
Bland work that is poorly executed. It’s hard for creatives who once worked in big agencies to run their own agency and this is evidence that it’s tough to get the budgets you need to do the best job when the client is with you because they have limited funds.