Ukulele-playing over 50s return to promote APIA health insurance
The ukulele-playing over 50s who featured in APIA’s ‘I wish I knew then, what I know now’ ad which was last year banned by the advertising watchdog are back to promote the health insurance agency.
This iteration of the campaign, also created by DDB Melbourne, features the same song – ‘Oh-la-la’ by The Faces – in the background.
The ads are all set at a garage sale and promote over 50s getting rid of things they don’t need – including health insurance policies which no longer work for them.
Travis Hughes, marketing manager at APIA, said in a statement: “Apia is in a unique space having a very set target market, which allows us to explore the moments and attitudes that matter to this audience without trying to relate to everyone.”
Stuart Turner, ECD at DDB Melbourne, added: “By showing meaningful life stage moments our audience can connect with, like selling the family home or reviewing their health insurance, these spots speak to culture and look to build feeling – both of which are at the heart of everything we do here at DDB Group Melbourne.”
Last year, DDB Melbourne and APIA launched the campaign, but it caught the ire of the Advertising Standards Board (ASB), which ruled the young men taking selfies whilst in the car trivialised a very serious matter. Given the ad showed the men recovering from the almost crash, the ASB said the ad was not clear that taking selfies whilst driving was “the wrong thing to do”.
https://www.youtube.com/watch?v=9Vy72o-hXqM
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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So sick of these ads. Would never use Apia as a result of these ads
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The Adv Agency certainly thinks we know what msge is in these ads. Selling house, I never saw that. In fact, apart from the tune I have seen this adv numerous times and never knew what it was advertising. Pls advertise the PRODUCT otherwise ads are just an annoyance. Like the ads which carry on with a supposed story, then flick up the product the last 5 secs and usually too small to read. Do adv people NEVER watch their own ads. Doesn’t look like it as most are rubbish.
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Everytime this ad comes on we turn the sound down. I find it very offensive. The older guy seeing so called ” hipsters ” pull up in their car. He puts the prices up in the garage sale, in short ripping them off with inflated prices, and finding it amusing that they did con them. As a senior I feel it gives a very cheap impression of seniors.
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I don’t understand why the son in the APIA garage sale is so upset to discover the the drum set has been sold,it is because the drums are his property and the drums were sold without his permission?
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where can I find that album (angels don’t stop) in the hipster scene
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I don’t agree at all. They didn’t put prices up, they just put out new items that they hadn’t yet put out or priced, items to suit that particular consumer. FYI $40 for that vintage seude jacket is a bargain!
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Lol! Yeah, sure Tim. Because 10 year olds can all afford to buy their own drum kit with their pocket money.
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The old boy in garage sale ad needs to get a haircut.
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Always turn volume off when these stupid ads come on, silly old man, thinks he looks like a hippie, well he doesn’t he just looks like a silly old man who can’t afford a decent haircut.
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