DIRECTWATCH: DIRECT CHOICE/BUPA

David May, Managing director, Blue

David May, Managing director, Blue



We can all be critical of another’s work, and be utterly ignorant of the

circumstances that go into the creation of a direct marketing campaign,

so I’m ready and waiting to be shot down with the ’we only had

seven-and-a-half minutes to do it from brief’ response.



But this insert for BUPA by Barraclough Hall Woolston Gray that fell out

of a borrowed copy of Stuff is pretty poor on all counts. It was not

even creatively targeted for Stuff, it’s just blandly awful.



The ’concept’ is healthcare. I’m the creative. Brief is: simple way to

look after your health. Right, health, an apple a day - good. But we

want to reward the audience so let’s not overcomplicate it. Just show

the apple - brilliant. Then maybe we could put a BUPA sticker on it.

That’s fresh and campaignable too. We could show the whole tree, and

highlight the number of BUPA branches. Great, right? No, terrible.

Whatever you do, do not turn this into a total concept.



Now let’s do the copy. The art director can go down the pub, while

blurbman trots out a list of unrelated incoherent facts about

healthcare. Come to think of it, maybe blurbman was down the pub with

the apple concept king, writing hideously boring copy over his or her

24th pint.



This piece is awful, and is the kind of thing that gives our industry

and our creative talent a bad name. Please stop.



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