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