News

Dad warns newborn of ‘scary world’ in new GMHBA Insurance ad

Regional based health insurance and care company GMHBA has launched a new brand positioning focused on the importance of “being there” with the story of a dad and his newborn daughter.

The latest ad is the first work for Grey since it won the business last year, and features a voice-over of a dad telling his unborn daughter Poppy he will always be there for her.

Although he warns of the “scary world” and “mistakes” he assures her he will always be there.

As part of the new brand positioning, an additional execution featuring a farmer and his dog will also be unveiled, to appeal to the brand’s regional presence and push its emphasis on relationships.

The campaign follows a similar strategy to Westpac’s campaign by DDB from last year, with a mother warning her unborn ‘bump’ of the dangers of the world.

Matt Vagg, GMHBA’s executive manager brand & marketing said the ‘Healthier Together’ campaign reflects the values and beliefs of the brand and its commitment to “members, partners and communities.”

“Whether it be a father and newborn daughter, loyal dog and owner, or a member and their health insurer; Healthier Together says GMHBA will be there with you,” Vagg said.

Claudia McInerney, managing director at Grey Melbourne, said the campaign was a “testament” to the strong partnership with GMHBA.

“We’ve been developing the brand strategy and campaign work since we began working together last year, and we are thrilled to see the first large campaign launch.”

The campaign will run across TV, radio, in-store, cinema and digital.

Credits

  • Client: GMHBA
  • Matt Vagg – Executive Manager Brand & Marketing
  • Diane Pavlicevic – Group Marketing Director
  • Cameron Spalding – Brand Manager
  • Agency: Grey Melbourne
  • Michael Knox – Chief Creative Officer
  • Anthony Moss – Executive Creative Director
  • Lauren Doolan – Associate Creative Director
  • Sally Richmond – Associate Creative Director
  • Claudia McInerney – Managing Director
  • Jayne Driver – Business Director
  • Danish Chan – National Planning Director
  • Katie Wellbelove – TV & Print Producer
  • Leigh Cooke – Editor
  • Production Company: Mr Smith
  • Curtis Hill – Director
  • Elise Trenorden – Producer
  • Sound Production Company: Production Alley
  • Grade: Pancho Studios
  • Thom Rigney – Photographer
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