Most people can identify with the art of avoiding doing things. As a bonus benefit, DDB gets to highlight how easy it is to join ahm health insurance with its story of this much practised skill.
In DDB Melbourne’s metaphor for avoidance, a man disappears into the bowels of a couch to avoid his partner’s health cover questions.
“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,” DDB Melbourne executive creative director, Simon Bagnasco, admitted.
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.
“We can’t afford to outspend the big players in the category, but we can afford to be more pointed,” ahm head of marketing & communications, Peita Golden, explained. “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.”
The TVC, Disappearing Act, was filmed by Canadian comedy director, Benji Weinstein, and its launch on Sunday 17 May begins a campaign that covers outdoor, online, radio and press.
..and there’s more to come in July.
Creative credits:
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
Production company: Exit Films
Executive producer: Emma Lawrence
Producer: Leah Churchill-Brown
Director: Benji Weinstein
Editor: Jack Hutchings & The Butchery
Post production: The Refinery
Sound: Gusto Music
