ahm Health Insurance targets ‘Boring Bodies’ in newly launched campaign via DDB Melbourne
Not everyone needs full health cover. In fact, some people’s bodies are so boring they barely need any at all. That is the insight behind DDB Melbourne’s latest work for ahm Health Insurance.
Launching this week, the ‘Boring Bodies’ campaign stars Greg, a man with a ridiculously boring body. When Greg’s girlfriend dumps him for someone more injury prone, she offers up ahm’s low-priced health cover as the silver lining.
Besides the TVC, the campaign also includes online display, direct mail and digital outdoor executions, each explaining the symptoms of a boring body.
Says Chris Carroll, general manager ahm: “Our new hospital cover products are specifically made for those who just want simple and affordable cover. Hopefully Greg and his massively boring body is the perfect way to pitch it.”
Says Simon Bagnasco, ECD, DDB Melbourne: “I used to look in the mirror and hate the boring body staring back at me. Now, thanks to ahm’s cost effective health cover, I’ve learned this dull vessel is nothing to be ashamed of.”
This latest work follows on from the success of DDB Melbourne’s ‘Couch’ and ‘Matrix’ spots, which have helped ahm become the fastest growing health insurer in Australia.
ahm
Chris Carroll, General Manager
Peita Golden, Head of Marketing & Communications
Amanda Romeo, Marketing Manager
DDB Melbourne
Chief Creative Officer: Darren Spiller
Executive Creative Director: Simon Bagnasco
Creative Director: Robbie Brammall
Creative Director: Glen Dickson
Copywriter: Chris Hanrahan
Art Director: Chris Andrews
Head of Onscreen: Simon Thomas
Planner: Rob Martyn-Wilde
Managing Director: Dion Appel
Managing Partner: Sarah Bailey
Senior Business Director: Julia Sheehan
Business Director: Luke Osborn
Business Manager: Sophie Dimopoulos
Production
Production Company: Finch Company
Executive Producer: Corey Esse
Producer: Kate Menzies
Director: Benji Weinstein
DOP: Hugh Miller
Casting: Casting Sugar & Fountainhead Casting
Post
Editor: Dave Whittaker, The Editors
Grade: Martin Greer
Online: Nicky Liddell
The Editors Producer: Daniel Fry
Sound Design: Colin Simkins, Gusto Music
Gusto Producer: Sean Calleja
20 Comments
Nice work! Funny as.
Nice work.
Nice one, drunk uncles.
Really funny. Really nice.
Another ad about your girl leaving you for someone else?
Methinks someone at DDB Melb has an unexplored fantasy…
not sure there is any real insight here thats meaningful
^this guy must have really boring mind. Probably why his ad agency dumped him. Oh well “hello” there’s always JWT or Big Red.
They could have gone for ‘cheap cheap’ but instead they went lateral and invented health insurance for ‘boring bodies’. It’s a really nice creative solution. Plenty of agencies would have stopped at cheap cheap. Planning props DDB.
Remember when DDB Melbourne used to make good work? No, me neither.
Like “Boring Bodies” but this execution is pretty flat and hammy.
nah… it’s not good.
Boring Bodies is a great idea.
For a retail ad about health insurance, it’s funny and entertaining. Nice addition to couch guy and foot through the coffee table chick.
It’s good.
not sure there is any real insight here thats meaningful
it’s a funny ad. But it preys on overconfidence and optimism associated with health which is driving the category problem of policy downgrading / and people entering the category on basic covers. This leads to a cycle of people holding ‘junk’ policies which cover them for next to nothing – leading to churn. These customers will churn within the first 12months. i might be over thinking it 🙂
This TVC feels a bit thin to me, too – unconvincingly formulaic – hipster (read loser) bloke with beard, being read the brief or client’s value prop by a more worldly-wise wife or girlfriend, in the form of a script.
Having said that, ‘Boring bodies’ is a great idea – I really like it – but while this execution sets the premise up, it also badly lets it down, I think.
But it IS a campaignable notion in a very dreary industry vertical and that’s great for the rest of the guys working on clients in this category, so I look forward to where ‘Boring bodies’ goes to next,in the hope that other brands follow.
So, all in all, it’s a, ‘Well done, chaps’ from me.
I you have a ‘boring body’ i.e: one that doesn’t need health insurance…
THEN DON”T GET HEALTH INSURANCE.
Terrible ad / strategy any way you look at it.
Oh dear 3:21, you don’t understand the category. Most people at the budget end of the market get health cover purely to avoid the Medicare levy. So the fewer features they have to pay for, the better. If you earnt over $90k you would know this. Like the target audience does.
The ‘boring body’ concept is brilliant. Thanks for doing something interesting. Jason