DDB Melbourne targets people who avoid getting health insurance in campaign for Ahm

Insurer Ahm is targeting people who put off getting health insurance in the first TV campaign from DDB Melbourne which highlights that it can save people money at tax time.

The campaign features a man sliding into the bowels of a couch to avoid questions around signing up for health cover and is part of a push by Ahm “to shake up the health insurance category”.

Ahm head of marketing and communications Peita Golden said: “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.”

The campaign is running across TV, outdoor, online, radio and press.

DDB Melbourne ECD Simon Bagnasco said: “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.”

DDB picked up the account following a pitch late last year, and will launch a refreshed edit of the TVC ‘Counter Questioning’ in July.



  • Chief Creative Officer – Darren Spiller
  • Executive Creative Director – Simon Bagnasco
  • Creative Director – Robbie Brammall
  • Art Director/Spiritual Leader – Chris Andrews
  • Copywriter – Toby Kennedy
  • Head of Onscreen – Simon Thomas
  • Executive Planning Director – Ian Forth
  • Group Business Director – Sarah Bailey
  • Business Director – Luke Osborn
  • Business Manager – Sophie Dimopoulos


  • Production Company: Exit Films
  • Executive Producer: Emma Lawrence
  • Producer: Leah Churchill-Brown
  • Director: Benji Weinstein
  • DOP: Andrew Commis
  • Casting: Peta Einberg


  • Editor: Jack Hutchings, The Butchery
  • Grade: Martin Greer, The Refinery
  • Online Edit: Eugene Richards, The Refinery
  • The Butchery/The Refinery Producer: Freya Maddock
  • Sound Design: Colin Simkins, Gusto Music
  • Gusto Producer: Sean Calleja


  • Huckleberry Agency
  • Client Team
  • General Manager, ahm – Chris Carol
  • Head of Marketing & Communications, ahm – Peita Golden

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.