Classic avoidance techniques and hip flexibility star in new ahm campaign via DDB Melbourne
Avoiding doing things we’re supposed to do is a legitimate skill – one many of us spend a lifetime perfecting. It’s this avoidance reflex that’s the focus of ahm’s new ‘tax time’ health insurance campaign, from DDB Melbourne.
The ad features a man retreating into the bowels of a couch to avoid his partner’s health cover questions.
Says Simon Bagnasco, ECD, DDB Melbourne: “It’s a campaign steeped in truth. Hiding in the couch is my go to move when it comes to avoiding chores. The fact this idea resonates so strongly with my family is a sad indictment on my personality.”
The campaign is part of a concerted push by ahm to shake up the health insurance category, both in its product offering and in its communications.
Says Peita Golden, head of marketing & communications, ahm: “We can’t afford to outspend the big players in the category, but we can afford to be more pointed. Many people put off getting health insurance, even though it can save you money at tax time. This campaign brings that insight to life, but in a likeable way that will stand out in the category.”
Shot by gun Canadian comedy director Benji Weinstein, the campaign launches Sunday 17th with a TVC entitled ‘Disappearing Act’, supported by outdoor, online, radio and press. There’s more to come in July, with a refreshed edit of the TVC called ‘Counter Questioning’.
DDB Melbourne won the ahm business at pitch late last year.
Agency: DDB Melbourne
Chief Creative Officer – Darren Spiller
Executive Creative Director – Simon Bagnasco
Creative Director – Robbie Brammall
Art Director/Spiritual Leader – Chris Andrews
Copywriter – Toby Kennedy
Head of Onscreen – Simon Thomas
Executive Planning Director – Ian Forth
Group Business Director – Sarah Bailey
Business Director – Luke Osborn
Business Manager – Sophie Dimopoulos
Production
Production Company: Exit Films
Executive Producer: Emma Lawrence
Producer: Leah Churchill-Brown
Director: Benji Weinstein
DOP: Andrew Commis
Casting: Peta Einberg
Editor: Jack Hutchings, The Butchery
Grade: Martin Greer, The Refinery
Online Edit: Eugene Richards, The Refinery
The Butchery/The Refinery Producer: Freya Maddock
Sound Design: Colin Simkins, Gusto Music
Gusto Producer: Sean Calleja
Media: Huckleberry Agency
Client Team
General Manager, ahm – Chris Carol
Head of Marketing & Communications, ahm – Peita Golden
12 Comments
This should have been really funny. Why wasn’t it?
Good ad guys. And for health insurance.
You don’t often get to say that.
Oh look, it’s another TV ad
https://www.youtube.com/watch?v=ny_NdCyzo3Y
DDB Melbourne are developing quite a house style.
@Done before, you can’t possibly be suggesting that this ad is similar because it has a sofa in it? #fucktard
Totally agree.
How dare they make just a TV ad.
Surely there should be some sort of forced social media ‘conversation’ that no one will take part in?
Maybe there could be a game where you could try not to get sucked into the couch as well!
Or maybe, just maybe, they decided to make an entertaining piece of film that taps into that other social channel called the ‘watercooler.’
Well done guys. I like it. @advertising is a dick.
Terrible reference. Please give yourself an uppercut.
If it’s that bloody easy, why didn’t she do it??
Melbourne. The boil on the arse of DDB.
Who is the female actor in the ad?
Pretty rude not to include the actors in the credits in my opinion