This is the latest Bupa advert with the key piece of information being to tell the users about the services that Bupa offer. I saw this and thought it was an interesting but subtle change of direction from their previous adverts (below). Although I’d say the idea and story framework are the same the way they are presented shows a different level of importance around the key messages.
It’s clear that Bupa want to present themselves as a people company and the new version shows this, I mean how much more human and personal can you get than having an senior citizen recalling his life and telling you about the impact Bupa has on that now. Both are very people centred and both are about a persons life and how Bupa can fit into that. However as stated there is a difference between them.
The first story is told by the user and presented from a personal and human point of view, the use of an actor allows you to connect with the person and see this company as all about individual people. The visual illustrations allow you to again connect with the person’s story but also because they are vague and open it allows the user to imagine themselves in these situation and see how these stories can link to them. Which in turns shows how Bupa and their services can link to them. The order of the message presented in this advert seems to be that, First – Bupa are about people and then Bupa are about quality services.
The older version is presented in a different format with the story being told through a basic shape styled animation. This format allows the viewer to focus on the story and not the images which helps the message but detracts from the human element of the story. It is also told through a narrator which further detaches the story from the viewer resulting in different perception being presented about Bupa. In this version of the advert it seems to be all about the services and their quality, the story is just there to help ad some realism to the services. It’s not a big difference but in my opinion it shows how a change or presentation format even slightly can change what message get priority.