Agency: Ogilvy & Mather Author: Jes Conway

Amazing keeps BUPA in the best of health


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, white middle-class man delivers white middle-class wife to private hospital room. Snowy white sheets are smoothed comfortingly around her...concerned nurses (not a hair out of place) stroke her slightly furrowed brow. Fast forward to happy, smiling faces as woman resurfaces fully recovered and ready to be welcomed back in the bosom of her perfect family.... aah.