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.

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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

Head of Marketing & Communications, ahm – Peita Golden