Bupa UK, which offers a wide range of care including nursing homes and elderly care for conditions such as dementia and more, promotes its services in a new ad campaign, which reframes what life in a care home is like and tackles this anxiety head-on.
The spot features a diverse cast of elderly in Bupa homes spending time doing the things they love, such as knitting, reading, painting, socializing with others, and more, whilst onscreen lines remind viewers that age is just a number. “You’re still you, up for new things. Or happy how you are. Even if you don’t always know where you are. This is us.” the lines read.
At the end of the advert, the voiceover urges audiences to forget what they know about care homes and search Bupa Care Homes today.
Eventually, the tagline “This is health” appears on the screen, as well.
The song used in the spot is Jon Batiste’s single “I Need You”.
Bupa says its campaign invites us to think differently about the care home as a place that enables people to prosper and thrive, changing the perception of what it means to grow old.