M&C Saatchi push for PPP healthcare uses X-ray images

PPP healthcare, the private medical company, is extending its ’there to support you’ theme with spectacular X-ray effects in new television advertising breaking this weekend.

PPP healthcare, the private medical company, is extending its

’there to support you’ theme with spectacular X-ray effects in new

television advertising breaking this weekend.



M&C Saatchi, which established the concept of people falling backwards

and being caught by their shadows in earlier ads, has produced the

latest work, which shows the moving skeletons of a doctor and her

patient.



Using images taken from a real X-ray machine used for checking airport

baggage, and sophisticated post-production techniques, the commercial

features methods previously restricted to feature films.



The film retains the idea of the shadow - it reminds the PPP customer to

go for his health check and underlines the comprehensive list of PPP

tests that are available regularly.



James Lowther, the M&C Saatchi joint creative director, said: ’This

isn’t a change of strategy, but the new advertising has something

specific to say rather than making a corporate point.’



Directed by Graham Fink through the Paul Weiland Film Company, the

commercial deliberately avoids traditional animation methods.



’We decided against them because the result wouldn’t have looked right,’

Lowther said. ’The film is very compelling visually.’



In marked contrast to the cutting-edge technology, the commercial goes

back to the 30s for its musical soundtrack, Boum, by the French singer,

Charles Trenet.



’We didn’t want the effect to be macabre and the song is quirky and

cheerful,’ Lowther added.



The copywriter, Angela Jones, and her art director, David Graham-Dao,

created the commercial, which will run nationally throughout June and

July. Media planning and buying is through Motive.