People were familiar with Bupa’s first-class healthcare for serious illness. Yet, the 24/7, all year-round support from doctors, nurses and mental health professionals was a lesser-known aspect of the cover. And this support was even more valuable in the new normal of the pandemic. So, how could we tell this story in a clear and sensitive way?

Provocative thought

A health worry or concern won’t wait for your bank holiday or weekend to be out of the way – it can strike at any time. Why don’t we show how customers get around-the-clock access to a health expert from the comfort of their home, at the moment they need it?


Our 30-second TV spot, ‘The time’ focusses on those key insightful moments from everyday life when people need someone by their side more than ever. From the worry of a high temperature, to being scared to go outside; we showed that, in the new normal, Bupa is there for you in the ways you need it most.

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