Ahm acknowledges the frustrating parts of life with new brand positioning ‘The Simple Bit’

Health insurer Ahm has taken its new brand positioning, ‘The Simple Bit’, to market as it aims to promote the ways in which it can reduce complexity in health insurance.

The new brand positioning, created by Clemenger BBDO Melbourne, features a TV ad that acknowledges the simple yet common frustrations in life such as not having wifi, getting a bad hair cut and ripping paper when trying to eject it from a dispenser.

The ad seeks to position Ahm as the health insurer which won’t add complications to consumers’ complex lives.

Jan O’Keefe, general manager at Ahm, said the new brand positioning and campaign endeavours to promote Ahm’s simple, easy and affordable health insurance offering.

“We’ve always anchored our messaging around price, but this new brand platform highlights the bold simplicity of our products and customer experience. Our customer base is the youth market and we know they value simplicity as particularly important.

“Our campaigns have successfully relied on a proposition of affordability, executed with a sense of humour. As Australia’s fastest growing health insurer brand, this approach has resonated beyond our target audience. Now we’re looking for an emotive long term brand strategy that sets up Ahm for a future beyond health insurance.”

The ad was created in collaboration with New York based illustrator Liana Finck, who also has a column in The New Yorker.

Evan Roberts, creative director at Clemenger BBDO Melbourne, added: “As we all know, being simple is incredibly tough. For Ahm this isn’t just a campaign, it’s a service promise.”

The campaign is running across, TV, print and online.


  • Client: ahm
  • Creative agency: Clemenger BBDO Melbourne
  • Illustrator: Liana Finck
  • Animation Director: Julian Frost
  • Production Company: Passion Pcitures
  • Sound Design: Studio Kamp
  • Sound House: Nylon Studios

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