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
This piece is awful, and is the kind of thing that gives our industry
and our creative talent a bad name. Please stop.