Medibank debunks the saying, ‘You’re only human’ in new campaign via Colenso BBDO
Medibank has unveiled a new positioning and a new way of looking at health, via Colenso BBDO. This is the first piece of work from Medibank, after tapping the New Zealand-based agency as its new creative and strategic partner after a competitive pitch.
The platform’s intent is to reframe how people think about themselves, often in a critical manner, when in fact, humans are incredible feats of evolution. The campaign starts by showing appreciation for the extraordinary things humans can do, and how humans adapt if they can’t. The film, shot in Sydney, offers a counter argument to the commonly used saying, “You’re only human” and celebrates health as an enabler of potential.
Repositioning health from the category tropes of fear and function to potential now lies at the heart of the brand, and ties into Medibank moving from a health insurer to a health company.
Says Fiona Le Brocq, brand, marketing and CX senior executive, Medibank: “Medibank’s purpose is Better Health for Better Lives – as an organisation we aim to improve the health and wellbeing of all people living in Australia. We are continuing our journey as a health company, and this newest iteration is the natural next step in our progression.
“We have worked with some amazing people to create the strategic positioning and creative platform, and we believe it is ground-breaking for the industry. We’ve really broken the category boundaries and are thinking more about the impact health and wellbeing can play in Australian culture.”
Says Simon Vicars, CCO, Colenso BBDO: “If you want someone to protect something, first you have to convince them it’s valuable. That’s the job of this work. To help Australians see their health as more than just functional. ‘You’re only human’ is one of the greatest understatements of all time. We had a lot of fun tearing it to pieces.”
The film, supported by a fully integrated campaign, also launches a new visual identity for the brand. The look, inspired by human biology, helps to visualise human potential and will be carried through all comms.
Client: Medibank
Agency: Colenso BBDO
Production Company: Revolver
Post Production: Blockhead
Edit: The Editors
Music Composers: Smith and Weston
Sound House: Rumble Studios
Media Agency: Carat
PR agency: Eleven PR
43 Comments
It’s kinda fruity, but I kinda like it. Who is that VO?
Is it Jack Charles?
Was it really worth going offshore to an NZ agency to get this?
Someone needs to stop drinking the kool-aid. This breaks no boundaries whatsoever.
Unfortunate.
Nice work Sammy!!
Thanks for being simple and original in a category that stinks.
Tough category to cut through in, big fan of the trumpets and this in general.
A client that delivered Nab’s famous break-up campaign should surely have higher creative expectations than this.
I think you’ll find the strategy behind NAB Break-up was actually the work of a senior political strategist consulting to the NAB CEO at the time, which explains a) why it looks and feels like a traditional political protest campaign run during an election campaign and b) why it’s nothing like anything Clems had done before, or since. That’s not a criticism of Clems as they did a great job executing the campaign, but it’s not a style of advertising that’s in their DNA.
that is absolute rubbish
The VO is awful
Not as boring as i thought it was going to be with a line like live better. The execution is at least quirky and not earnest as you would expect.
The work is way better than ‘live better’ as a line.
Yeah VO choice stinks
This is quality thinking. It won’t get anyone on a stage but the thinking here is quality we don’t see enough of. A health insurer who celebrates the human. The ‘only human’ thing is smart. All the ads these days just have unconventional families doing unconventional things while laughing… conventionally.
Is it 11 year olds? Looks like that Smiggle store that my daughter drags me into.
Where is the tennis player or surfer?
Like this a lot
I have pee in my pocket and no idea how it got there. That aside, using a Kiwi agency for a company that was once owned by the Australian people will put them off my consideration list for life.
Has a bit of fun with the big brand ad concept. Nice positioning around health by featuring the body and all its bits so should have some flexibility
As a Medibank customer… I now want to switch providers.
Not true. Sorry.
I was there, the comms strategy did not come from a political consultant to NAB, it came from Clems. And if you look at the work that followed ‘Break Up’, you’ll also see it wasn’t a one trick pony. Clems delivered a series of follow-up work for NAB in the same vein.
Agree that Clems haven’t done anything similar since though.
Anyone else used this voice over style in last 6 months?
I likie. And I see it got editor’s pick in Ad Age
They squandered a promising platform that gave us headbanger and medieval cosplay…for this? This is the advertising equivalent of the “how do you do, fellow kids” Buscemi meme.
This is remarkably tone deaf.
Very weird ad. I would turn to mute and not looking at the screen until it is finished.
I feel the same way. I have to either mute it or change channels. Medibank sure flogs this ad.
Who is the actress in the Medibank Human ad
Note to Medibank CMO, sack your marketing team and let the guys who handle your ahm account get you out of this red hot mess.
The only human ad is being played way to much it is now incredibly irritating
I hate this ad and cringe every time it comes on (far too often). Did the old bloke talking promise his girlfriend a spot on TV if she jumped around like a …..?
I agree with a Cringer, this ad is stupid. Why not use an Aussie to do the ad
Because,it for the benefit for all the international students!
The ad is good and I like the assuredness and pride of the actress about her body and what the ad says but Medibank must be careful to not overexpose the ad like Cadbury did with their little girl paying with trinkets. Too much of a good thing is not good.
Incredibly annoying aggressive woman. MUTE!
Medibank should be encouraging the aggressive woman to go the gym
I am a Medibank client this add is far from inclusive and l researched it because every time it plays out the less l understand the message or what it is even! Should l be changing my medical insurance provider is the message l get’
I came here because I really really abhor these ads. Such a dumb concept, and silly final product. What’s she doing? What is he point of the voiceover and why is it so annoying?
Ads this bad should be shown for less than a week between 1 and 3am only. That’s Medibank blacklisted for me then…
What type of exercise is the woman doing? Is it like Judo or something?
I am truly bored witless. Medibank, enough is enough. Surely your brains should
tell you we’ve seen that lady too often now. Bring on something that may interest
us, not a lady exercising.
You literally stole a famous painters iconic visual style to use for a bank. Nice one.