HBF Quokkas declare ‘not for profit is love’ in new power ballad campaign via Leo Burnett
HBF’s little posse of quokkas is at it again. This time, they’re professing their undying love for the not-for-profit health insurer to the tune of Foreigner’s classic hit, I Wanna Know What Love Is, part of a new campaign developed by Leo Burnett Melbourne.
Following the release of ‘Holding Out For a Zero’, which featured a quokka rendition of the Bonnie Tyler classic in 2020, this new tribute sees Buddy the quokka, backed by a choir of his macropod mates, professing his feelings for HBF – a champion of the people that’s passionate about taking care of its members, not lining the pockets of shareholders.
Says Louise Ardagh, general manager marketing and member engagement, HBF: “Having a wholly member, not shareholder, agenda is the critical difference that sets us apart from the big ‘for-profits’. And, while this brand campaign is a lot of fun, it underscores a really important message – that we’ll always look after members in the moments that matter.”
Says Kate Silver, general manager Leo Burnett Melbourne: “The impact of the quokkas on strengthening our East and West Coast footprints has been profound. It’s been great to grow the brand via humour and not worthiness and we’re confident this next instalment will entertain once again.”
An extended 60-second karaoke-style lyric video will be shared across social and YouTube. Buddy will also be making radio and TV appearances through sponsorships with Nova Entertainment and Channel 7’s much anticipated show The Voice Generations.
Client: HBF
General Manager Marketing and Engagement: Louise Ardagh
Senior Manager Brand: Louisa Ross
Brand Manager: Amie Taylor
Brand Coordinator: Hannah Carlisle
Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh
Creative Director: Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
General Manager: Kate Silver
Senior Project Lead: Amanda Nicoll
Senior Broadcast Producer: Francesca D’Orazio
Broadcast Producer: Naomi Nienaber
Production: Mighty Nice
Director: Simon Robson
Lead Animator: Duncan McLaren
Music: Squeak E. Clean Studios
Music Supervision: Squeak E. Clean Studios
Sound: Bang Bang
Engineer: Sam Hopgood
Media: UM
28 Comments
In trying to find something positive to say about this, at least it’s a fresh treatment of this corny campaign, So it has campaignability in its favour. Kudos for sticking with the brand property, however thin its premise. Few things are more tedious than watching the same lame commercial over and over again. On the other hand it introduces a whole new level of cheese to marvel at.
It’s great. Well done Leo’s
‘Quokka shit’
Was better than 95% of all advertising
I love the add plus I have always loved the song by Foreigner. I have been with CUA since the early eighties. Love love the add.
It’s a credit to the production company.
That is all.
“On the other hand it introduces a whole new level of cheese to marvel at.”
That’s the f’ing idea!
Off to bed with a cup of coco for you OCDG…
As a young creative, I used to think if I ever got to the stage where I think rewording a famous song is an idea, it’s time to consider a career in real estate. I still believe this.
100% agree. Cringeworthy.
It’s not that you can’t do this kind of work- you just can bring yourself to do this kind of work. To your clients loss.
I thought the Quokkas were a cute little circuit breaker in the category but they have become very old, very fast. Unless you can refresh them in a major way (rather than just releasing more songs which is already tired) it might be time for a new idea.
If the quokkas weren’t working they’d have ditched them. Great distinctive asset, constantly being refreshed. Brand management 101. Won’t win lions but will win market share.
Did you ask McGowan if you could use our Quokkas?
Abysmal.
I don’t even understand how this got to the stage of presenting to a client.
These meetings must have been comical. They’ve eventually thrown singing cute fluffy mammals and a big name classic pop song at the client and they’ve finally approved a script.
Here’s the finished edit. Lol
This and the Domino’s commercial on TV at the moment both do my head in.
Like the meerkats before them, the quokkas have jumped the shark.
It’s easy to forget that the origins of this ‘idea’ was that other health funds are nun for profit, and that’s a crock of shit.
I suspect that the agency has been forced to make a campaign, and therefore a ‘brand property’ out of a one- off lame pun.
Disgusting ad
Are you only showing negative comments………. This is an excellent advert – the PUBLIC love it. I certainly do, FUN and clever, people will look at Dental costs in other Health Funds
Well I love it.
I love it too. The world is so full of whingers. Wake up and smell the roses.
Well this is just embarrassing
HBF got its grubby hands on Foreigner’s beautiful song to sell its greedy and poor value product. As in the words of Gregory Peck in Too Kill a Mockingbird, this is what “one associates with minds of their calibre”. I’ve also noticed that the ones that love this ad, are also the ones to label anyone who disagrees, “negative whingers” (How DARE anyone disagree with them!), while there is no such aggressive labelling the other way. Also minds of their calibre.
HBF has done the impossible. They have made quokkas utterly unlikeable.
The real (albeit unintended) comedy here is the tag line. “That’s love”. Love?? Seriously? What an abysmally low threshold, that they think love is selling you something but not actively trying to turn a buck on it.
Whatever pindicks thought up this ad must live in a shallow world. When this ad comes on tv it makes me feel like sticking a hot needle into my eye. 30 year hbf member who wants to cry because of this stupid ad that’s used my premiums to create Shiite.
Just wondering what fees a quokka pays for health insurance.
My 95 year old father loves this ad. At least it’s something positive in this dreary world.
So sick of this ad. Have stopped watching 7 plus because of it