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Bupa UK underpins new 'For Living' positioning with joyful TV push

Bupa UK is looking to shift perceptions of the brand and help people get the most out of everyday life with its new ‘Bupa’s for Living’ positioning.

Introduced with the help of an advertising campaign from WCRS, the first ‘For Living’ spot sees a recovered cancer patient dance her heart out as she discovers she’s beaten cancer for good.

Shot in one continuous take by Martin de Thurah, the advert features the soul classic ‘Pain in my Heart’ by Helene Smith and explores a ‘life-affirming moment of joy’.

“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,” explained Angelene Woodland, marketing communications director at Bupa UK, who revealed that in addition to featuring in communications, the new brand positioning will also “guide how we behave as a business”.

WCRS chief executive, Matt Edwards, added: “This is a beautifully simple commercial celebrating nothing less that the joy of life itself.”

The advert will run in both 30 and 60-second edits across TV, video-on-demand and cinema with a supporting radio and DRTV push.

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