‘Meet the healthier you’ spot vehicle to launch the new Bupa brand via Clemenger BBDO, Melbourne
Trade Press Exclusive – Clemenger BBDO Melbourne has put to air ‘The Moment’, a new spot to launch healthcare group Bupa.
The campaign is the beginning of one of the largest brand migrations in Australian history – transforming HBA, MBF and Mutual Community into the one Bupa brand.
The Moment consists of a 90 sec and 30 sec TV campaign, a print campaign and online banners.
The ads appear to follow six siblings reunited after a long time apart. Emotional scenes play out as they see and embrace each other for the first time. At the end of the ad it’s revealed our protagonists are actually meeting themselves. The tagline reads: “What would you do if you met the healthier version of yourself?”
Each character had a back-story created in order to present a range of ages and health issues across the campaign.
Clemenger BBDO Melbourne Executive Creative Director, Ant Keogh (left) says the shoot for The Moment was complex: “Each actor also played their twin, so a body-double was used as a reference point during each take, they would then swap places and shoot the action again. Director Steve Rogers had to make sure he could marry everything up seamlessly during post production and more importantly get a great performance despite the special effects.
“Subtle differences between the unhealthy and the healthy characters were created by makeup and prosthetic specialists,” he said.
Bupa’s Director of Group Development, Mark Engel, says the campaign breaks the traditional model of health insurance advertising: “Rather than focusing on typical category concerns, such as claiming and pricing, we are focusing on human potential. This is about a contract between you and yourself. Bupa is about helping you find a healthier you.”
Bupa is Australia’s largest privately owned healthcare group, with more than 3.3 million members.The three state-based brands are some of the oldest health insurance brands in the country – HBA was established in Victoria in 1934, Mutual Community in SA in 1937 and MBF in NSW in 1946.
Executive Creative Director: Ant Keogh
Copywriters: Andre Hull & Richard Williams
Art Directors: Lee Sunter & Anthony Phillips
TV Producer: Sevda Cemo
Executive Planning Director: Paul Rees-Jones
Senior Planner: Michael Hyde
General Manager: Chris Howatson
Account Director: Kirsten Darbyshire
Account Manager: Lesley Silverstone
Director: Steve Rogers
DoP/Cinematographer: Russel Boyd
Executive Producer: Michael Ritchie, Revolver
Producer: Pip Smart
Editor: Alexandre de Franceschi, Guillotine
Flame Artists/ Compositors Murray Smallwood, Yann Doray, Alex Ortoll, Jess Burnheim, Ben Ying, Guido Wolter, Animal Logic
Special Effects Supervisor: Kirsty Millar, Animal Logic
Post Production Company: Animal Logic
Producer: Sarah Hiddlestone
Music Composer/Arranger: Jojo Petrina, Electric Dreams
Music Production Company: Level Two Music / Electric Dreams
Sound Designer/Engineer: Paul LeCouteur, Flagstaff Studios
Sound House: Flagstaff Studios
Client:
Director Group Development: Mark Engel
General Manager Strategy & Transformation: Miles Callaghan
Head of Brand Marketing: Andrew Smith
Head of Marketing Services: Alison Wild
Brand Marketing Execution Mgr: Sue Brailsford
Brand Marketing Execution Mgr: Carly Nankin
55 Comments
Really like this. Good talent giving good performances. Pretty emotive. Stands out and makes you take notice.
Great stuff. A simple, engaging idea, executed beautifully. If I wasn’t already in peak physical condition, and didn’t already have private health insurance, it would make me rush out and get both.
That’s pretty good.
So it’s essentially the ‘meet the future you’ campaign done a couple of years ago but for health then.
Leo Burnett Sydney did this campaign for AMP circa 2000.
I remember when Medibank did that idea a few years ago.
Not as grand as this one, but…
http://www.youtube.com/watch?v=_60ZnfOrnwA&feature=player_embedded
pretty much same as this ad…for the opposition…just longer…and better…but still the same:
http://www.youtube.com/watch?v=_60ZnfOrnwA&feature=player_embedded
It is exactly the same idea as the AMP campaign. Does it get glossed over because Clems did it?
Just like the Scott Stratten inspired “breaking up” campaign.’
In Clems overwhelming need to be creatively superior, are they running the risk of ruining a good reputation by doing very derivative almost blatantly plagiaristic work?
This is a worry.
Could have been OK but very heavy-handed execution.What’s with all this gloomy stuff?
Link please for AMP?
A nice idea but not sure if the execution clearly defines they are always the same person.
When you’re producing half the work in the country, there’s going to be double ups. Give them a break, poor things.
I really love these ads…great job.
I thought the blonde twins where going to get it on.
new medibank better than this.
Massive ball drop. Good idea but really boring execution. Really depressing and heavy handed. Bad acting. Some bad comps. I was really let down when i saw who directed it.
Nice try 10:12 but we all remember it.
This was a very famous campaign from the states.
Meet your future self.
http://www.youtube.com/watch?v=i34XRMIm9N0
The Medibank work was based on an entirely different proposition.
Thinking executional as usual cb blogging lightweights.
This is remarkable, and it will work.
I was going to say how wonderful I thought these ads were, but looking at the Medibank ad on Youtube, I’ll have to retract.
What ever happened to due diligence? And why would you PR something this close from the very same category?
If the creative had seen it before, it’s derivative at best, if they hadn’t, the agency has just been plain sloppy.
Until you’ve been bupa’d, I’d save the criticism.
Worked on it for a few months and that was more than enough for me.
Considering the extremely high degree of difficulty on this, it’s a great result.
Well done guys.
Nope, boring. Ridiculously literal. Did an AWARD school graduate do this?
OMG this came on tv and I was like WTF? and then it kept going and I saw it was for BUPA and I’m like OMG WTF RFLMAO!??!
I don’t get advertisings…
Why didn’t they pr the last ad with all the people putting the big blue cube together like it was a jigsaw puzzle? That was a ripper!
That music makes me want to kill myself.
Very effective. Congratulations to all involved.
Great there’s that VO at the end, otherwise you wouldn’t know what the hell was going on. Was that the intention?
What a fantastic idea, just a real shame about the execution. Should’ve been wonderful. Bland and confusing until the VO kicks in then you realise what it could have been. Sigh.
So if an ad isn’t about beer and doesn’t have a blokey gag in it then it’s depressing and boring?
You know what’s boring? This fucking one trick pony Aussie ad industry, that’s what’s boring.
Almost good. Another great idea lost in the realisation.
Floyd Pink – keep playing it, loud, and repeatedly. Please.
i like B&W photography of balding guys with sombre looks.
Rip off or not, I found it confusing.
I found it confusing initially, but worked it out. It does seem too focussed on prevention for a brand that is really about cure. How good it is may depend on what comes next.
Given the crap that typifies the industry it is at least relatively good isnt it?
Awful manipulative hypothetical, exploiting emotions with situations that will not happen. Disgusting.
Love those ads. Nice. Shame about the double up.
@Depressing: Fair enough if you think the acting & directing isn’t great. FYI – being sick is depressing. Not sure if a funny execution for a health insurance is appropriate.
I wouldn’t want to put my health care into the hands of a clown.
Konichiwa bitches,
I like this ad.
I like the music. I like the acting. I like the way it runs a finger across my arching, semi-naked pelvis.
Sincerely,
El Diablo.
I really liked it. How original can you get in a health insurance ad. The point is its a powerful result.
I saw this last night and liked it. The missus even rewound the spot to watch it again. Nice simple idea. Well done chaps.
I still have no freakin idea what bupa is.
Whoopdie do.
Would have been much better if you could see both twins faces at the same time.
Which is achievable without using twins.
Anyway it doesn’t matter the idea has been done many times before.
Looks like an AFTRS short film project
Sorry, just heard an ALL BRAN radio spot which i remember has been running for a while. Exact idea. Bugger. Just happens some times. No one’s fault. Just bad timing.
Why did they run with, “What would you do if you met the healthier version of yourself?”
Why not just ‘meet a healthier version of yourself’? Why the question?
For me there’s an idea in here but there’s something unclear or clumsy about the expression of it.
The print work looks great and communicates the idea simply without straining to underwrite the idea.
It’s of no consequence that the idea has been done before as a tvc, so long as there is a fresh take, but while the vfx by Animal Logic makes the double life seamlessly believable, the performances and their direction are quite bizarre.
Who can say really how one would react to meeting themselves in public, so there’s a bit of an open brief with the talent for any sense of ‘reality’, but the versions on display here are so abstract that it’s hard to tell what they’re meant to be telling us.
Unusual to see this kind of confused and totally off-target work from this production team, but then we all know that on occasion it’s difficult for a director to give the creatives, and the client what they think they’re looking for and still deliver something that makes sense. When that happens, the end product is muddled, and this would appear to be the case here.
Very compelling.
I actually like the fact that it keeps you guessing a bit until the end.
The mood is interesting… which i think matches the feeling of seeing a better version of you. How would you feel if you saw a fresher, thinner and healthier version of yourself?
But it does seem somewhat familiar to an ad that was done a long time ago.
I saw this on Sunday night and also found it very confusing.
I think it’s because the ‘unhealthy’ double just looks like an older, fatter sibling greeting his younger brother or sister after a long period apart.
Yes, it’s all resolved in the VO at the end but the ad is very long and by then you’ve already been lead down the wrong track.
The Lincoln Financial ad referenced in an earlier comment is much clearer because it is very overt, with the two ‘characters’ verbally confirming that they are one and the same person.
MY FUCKING GOD!! look at all the credits
I’m surprised you didn’t all credit yourselves twice.
I was wondering as I watched this where it was leading to. And lead me it did. Very elegantly.
Nice work.
I think it is marvelous.
Congratulations guys, it got me.
Just saw this ad and thought what a load of crap. Typical big agency wank!
Utter bollocks. Amazed anyone thinks this is in any way good or clever. It’s nonsensical and heavy-handed. The ‘subtle’ makeup tricks are anything but. Find it ridiculous that sloppy hair, less attractive clothing and no makeup is meant to = unhealthy. On top of that, the sentimentality really is embarrassingly over-the-top. Why. on meeting your healthy self, is your reaction like seeing someone you’ve been kept away from because of some enormous, heartrending tragedy? Or more bizarrely, like a lost lover? The auto-erotic quality to these ads is hilarious. Why not make the reactions more fun, more of a ‘huh!’ or even some playful envy, rather than an ‘oh my god it’s yoooooooou :'( ‘. Woefully misguided. Another detestable insult to the public’s intelligence.
I disliked the melancholic tone of the ad . . . awful music too. IN my opinion, the ad fails because it doesn’t communicate anything about what/who BUPA and it doesn’t inspire the viewer to find out about what they offer potential members.
Me and my friends laugh at these ads. We all think they are icky, but what’s so funny is that in most cases we can’t agree which person looks sicker. Sorry, but I know a lot of people laugh at them and they’re not laughing with them. They’re pretty dumb – unless I guess you’re an advertising person too busy analysing it to see what we all see.