Health insurance and private healthcare company Bupa unveils its new positioning. "For living" is the idea that Bupa does more than help people become well--but helps them stay well, live well and get the most of out their lives. In the campaign launch, we watch in one continuous take as a woman recovering from cancer leaves her cancer behind to get back to the joy of being on the dance floor and letting the music take her where she wants to go. This character is played by Suzann McLean, and it is a delight to watch her face turn to rapture. Stunning in its simplicity. Great stuff. McLean does an amazing job. I have to hand it to whomever managed to sell this spot at WCRS because how do you convey on paper what is shot on film? Most likely that didn't happen but instead and of course they created a "sizzle reel," montage of moments in movies in a way that doesn't feel sexy or cheesy to scare the client off but merely give them an indication of what your intentions really are with this spot, but also leave it open enough for the client to give you their "input." You do realize this practice is why everything has turned into a crawl, right? You do realize this behavior risks demo-love and creates clients who are unable to picture anything unless its "prototyped?" You do realize this is ruining our jobs, right?
Please, someone create a serum that will infuse clients with an imagination once again so we don't have to keep wasting time ripping footage off of Youtube. Oh and if you can also make it work for creative directors, too, that would be fantastic. K thx.

Client: Bupa UK
Agency: WCRS
Executive Creative Director: Billy Faithfull, Ross Neil, Leon Jaume
Creative Director: Joe Miller
Creatives: Dan Gorlov, Richard Glendenning
Agency Producer: Stefanie Forbes
Integrated Project Manager: Mark Lambourne
Production Assistant: Camilla Hempleman-Adams
Account Handling: Matt Edwards, Chris Boyton, Chris Moger, Charlie Warner
Planning: Matt Willifer, Hayley Pardoe
Media Agency: MEC
Production Company: Academy
Director: Martin de Thurah
DOP: Niels Thastum
Executive Producer: Simon Cooper
Producer: Cathy Green
Editor: Peter Brandt
Sound Design: Aaron Reynolds at Wave Studios
Post-Production: Electric Theatre Collective
Exposure: TV and Online (UK)
Client team: Angelique Waker, Cheryl Rosenthal, Shannon Faley-Martin
Song: ‘Pain In My Heart’ by Helene Smith

Commercials: 
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Comments (4)

  • Dabitch's picture
    Dabitch

    Wow, Suzann McLean writes a book with her face and movements. I agree she's perfectly cast, I also love the attention to details like her dress. Dark blue at the start, even somber, but then the lighting changes and suddenly it's a teal with flowers that blossom. This is really well done all around.

    Jan 08, 2017
  • Sanda Fabian (Donohue)'s picture
    Sanda Fabian (D... (not verified)

    Lovely and moving add. Can anybody tell me where can I find the lovely blue dress that Suzann wears in it. I just love it!

    Feb 11, 2017

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.