WCRS Owns the Dance Floor in Beautifully Simple Bupa Campaign

Bupa UK has today unveiled its new brand positioning which is at the heart of everything it does. 

In a conscious effort to shift perceptions of the brand by approaching healthcare and wellbeing in a new, refreshing way, Bupa’s For Living is about helping people get the most out of everyday life. It’s about staying well and feeling your best, as well as having access to the very best care and treatment at the times when it is most needed.

Angelene Woodland, Marketing Communications Director at Bupa UK, said: “We’re very excited about For Living. It encapsulates what we do best - whether through outstanding cancer care or looking after our care home residents, we help people make the most of their lives. And as well as being integrated through all our communications, For Living will guide how we behave as a business.”

For Living is being supported by a new advertising campaign, launched today. 

The first For Living advert will play out across multiple channels from January, with an emotionally resonant TVC created by WCRS. The film explores the life-affirming moment of joy that comes as we watch a recovered cancer patient dance her heart out as she realises she has finally beaten cancer for good. Shot in one continuous take, we witness the change that occurs within her as she leaves her illness behind and returns to the joy of the dance floor. 

The film was shot by Cannes Grand Prix award-winning director Martin de Thurah through Academy Productions and features 1967 soul classic ‘Pain In My Heart’ by Helene Smith as a soundtrack. The character is played by actor Suzann McLean. The advert launches both as a 30 and a 60 second spot, and will run across TV, VOD and cinema during the early part of 2017, supported by a radio campaign and DRTV with media bought by MEC. PR from WCRS’ sister agency MHP will launch later in the month.

WCRS Chief Executive Matt Edwards said: “This is a beautifully simple commercial celebrating nothing less than the joy of life itself.  Martin’s direction, Suzann’s acting and Helene Smith’s vocal are a powerful and emotional combination.”