Health.com.au ‘uncomplexicates’ private health cover in a campaign via Direct + The Sweet Shop
Disruptive online private health insurance start-up, Health.com.au, has launched its first brand campaign, poking fun at the complexity of the system and highlighting the need for simpler solutions and better to understand policies.
‘Uncomplexicate’ which was created by award winning production house, The Sweet Shop and directed by, Nick Kelly introduces ‘Darius The Protector’, a knife-welding warrior from the middle-ages and by-product of someone’s health insurance policy, as a humorous metaphor to explain just how complicated and out of touch many private health insurance products are today.
Says Andy Sheats, chief executive officer of health.com.au: “With ‘uncomplexicate’ our intent is to highlight just how hard it can be to make sense of all the health insurance policies available. It shouldn’t require navigating lots of asterisks, fine print and paperwork. That’s why health.com.au exists because, like most people out there, we too struggled to make sense of it all and set out to find a better, simpler way for all.
“The Sweet Shop perfectly captured that sentiment with the character Darius – a metaphor for the often confusing and complicated by-products of someone’s health insurance – and campaign strap line, ‘uncomplexicate’, which is a great iteration of what we, at health.com.au, are striving to deliver.”
Wilf Sweetland, managing director of The Sweet Shop says that clever humour that engages the viewer and makes them think is a signature theme that underpins many of Kelly’s commercials.
Says Sweetland: “Nick Kelly has seamlessly made the transition from senior creative to director and is a master of infusing understated comedic performance into his sketches. With ‘uncomplexicate’, he humourlessly challenges the viewer to think just how ridiculous many of the clauses, fine print and complexity that comes with most private health policies really are.”
A big supporter of start-ups, Sweetland says the production process was a great collaboration between the two businesses.
Says Sweetland: “As the first new private health fund since 1977 and only purely online one, Health.com.au has disrupted its sector through simplicity. Andy and the team wanted to channel that thinking into their brand campaign to create something refreshingly different from the other private health insurance brand campaigns out there. For us, it was a fantastic brief and we loved working with the team to bring it to life.”
‘Uncomplexicate’ TVC and will run nationally in cinemas and online from 1 April to 31 July 2014 and will be supported with a national radio campaign.
Client – Health.com.au
CEO – Andy Sheats
Marketing Manager – Chloe Quin
Agency – Direct
Production Company – The Sweet Shop
Director – Nick Kelly
Producer – Nikolas Aulich
Executive Producer – Edward Pontifex
Managing Director – Wilf Sweetland
Director of Photography – Marin Johnson
Editor – Graeme Pereira at The Butchery
Post – The Refinery
6 Comments
I’m quaking in my boots. Not.
You’re complexicating things Mr Big Health Insurer
The ad and the strategy written above don’t match.
This ad is really confusing.
Not great when it is meant to be uncomplexicating health.
This is not simples.
as above.
yeah nah.
Watched it three times, and I still don’t understand what the message is.