We open inside an apartment, where a guy is relaxing on the couch watching TV. Or he was, until his girlfriend arrives. She wants to know if he’s organised their health insurance, as “tax time” is approaching. He hasn’t. So he does what any master of procrastination would do – he dislocates his hips and hides inside the couch. His partner does not relent. She informs him that with ahm it’s so easy to join he simply has to press a button. By this point our guy has slid completely inside the couch. All that remains is his hand. His girlfriend positions her iPad directly beneath his finger. All he has to do is lower it. Our guy tries and fails. He tells her to stop moving it. She’s not. VO: “Don’t put it off. Get hospital cover from ahm and you could save on tax.”

We all put off stuff we shouldn’t. It’s this ‘art of procrastination’ that we brought to life in this health insurance campaign. The key to landing this insight was casting. We needed to cast a believable young couple, featuring a lazy boyfriend and an exasperated girlfriend. Oh, and they needed to be funny. We cast Australia wide, eventually settling on an aspiring young stand-up comedian for our boyfriend, and a street cast girlfriend (who’d never done any acting before). The reason we settled on them was their chemistry, and the nuance they were able to bring to their relationship. They’re both really likable, when she could have come across as a ball breaker, and he a loser. Their chemistry was so good they actually ended up dating after the shoot. True story. See if you can spot the sparks.