News pokes fun at rivals in new ‘Uncomplexicate’ brand campaign has launched a brand campaign poking fun at the complexity of the system.

Created by production house The Sweet Shop, ‘Uncomplexicate’ introduces Darius The Protector, a sword-wielding warrior from the middle-ages as part of a private health insurance policy. He is used to explain how complicated many private health insurance products are.

Andy Sheats chief executive officer of said: ” With ‘uncomplexicate’ our intent is to highlight just how hard it can be to make sense of all the health insurance policies available. It shouldn’t require navigating lots of asterisks, fine print and paperwork. That’s why exists because, like most people out there, we too struggled to make sense of it all and set out to find a better, simpler way for all.

“The Sweet Shop perfectly captured that sentiment with the character Darius – a metaphor for the often confusing and complicated by-products of someone’s health insurance – and campaign strap line, ‘uncomplexicate’, which is a great iteration of what we, at, are striving to deliver.”

The commercial, which has a 45-second, 30-second and 15-second version, will run nationally in cinemas and online until July 31 and is supported with a national radio campaign.


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