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Humana this week launches an online health insurance product in the Austin, Texas, market witha broadcast campaign from Hill, Holliday, Connors, Cosmopulos.

The print and radio ads for Emphesys are the first to hit the Southwest, in a continuation of a campaign that debuted in Memphis, Tenn., late last year.

The work by the Boston agency focuses on the usual complaints levied against the insurance industry.

“Imagine health insurance less complicated than, well, health insurance,” reads the copy in one print ad.

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