Today, Bupa UK has unveiled its new brand positioning ‘For Living,’ which is at the heart of everything it does.

In a conscious effort to shift perceptions of the brand by approaching healthcare and wellbeing in a new, refreshing way, Bupa’s ‘For Living’ is about helping people get the most out of everyday life. It’s about staying well and feeling your best, as well as having access to the very best care and treatment at the times when it is most needed.

Shot by Cannes Grand Prix award-winning director Martin de Thurah, the emotionally resonant TVC explores the life-affirming moment of joy that comes as we watch a recovered cancer patient dance as she realises she has finally beaten cancer for good. The character is played by actor Suzann McLean.

The advert will run across TV, VOD and cinema during the early part of 2017 and is supported by a radio campaign and DRTV.