Bupa Commissions Welsh Pop Band XY&O to Re-Record a Cyndi Lauper Classic

Bupa’s recently launched global campaign highlights the benefits of Blua, a new way to access digital healthcare. 

The campaign shows how Blua can make important, real-life health interventions while spotlighting the convenience of healthcare available on the go. 

To reinforce the creative concept of the campaign, Bupa commissioned Welsh pop band XY&O to re-record Cyndi Lauper’s classic, Time After Time, as the soundtrack for the advert.

Fiona Bosman, Brand Director at Bupa, said: “This new brand platform focuses on something that everyone values – time. We know life can be fast-paced, and finding time to look after our health and do all the things we love can be challenging. This campaign reflects the ambition for Blua to keep pace with the modern world, available as and when it’s needed. I am inspired by the impact Blua will have on people's lives all around the world, helping them live healthier, happier and longer lives”

PrettyGreen, a global PR partner of Bupa, provided counsel on the campaign and has been supporting Bupa with its media outreach ahead of and during the launch. The creative work was produced by Redwood BBDO.