Agency: Ogilvy & Mather | Author: Jes Conway |
Amazing keeps BUPA in the best of health
BACKGROUND
BUPA - what does it mean to you? The byword for private medical insurance (PMI), the generic - 'we've got BUPA'; men in white coats; private rooms with thick pile carpet and vases of flowers; specialists with cool hands and perfectly manicured nails; quiet, purring efficiency? Or, depending on your politics, queue jumping and the sort of premiums that exclude all but the well-off and already well cared for?
Certainly, the previous category advertising had run a pretty well-defined course. Typically,...