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10 January 2022

Future Fitness

by Syd Briscoe

Nuffield: “Tomorrow Starts Today” - 30s

People are urged to put the work in to better their tomorrows in this motivational ad for Nuffield health. Whether recovering from illness, surgery, or dealing with mental collapse, a series of patients are shown overcoming their personal challenges and getting back to feeling like themselves again.

The prospect of private healthcare will be particularly appealing to British audiences at the moment, as daily headlines about NHS overwhelm threaten to undermine loyalty to the health service. If people have the capacity to pay for treatment, there's a good chance that they will right now.

The montage of recovery is accordingly uplifting, following each patient as they go through physio, talk therapy, and other treatments. Director Neil Gorringe has struck just the right tone here, showing their struggle while still emphasising the positive results that come with making the effort.

Creative Agency: VCCP Ⓟ Ⓦ
Director: Neil Gorringe Ⓟ Ⓦ (Rogue Films Ⓟ Ⓦ)
Producer: Ben Exley
Production Designer: James Hatt
Editor: Quin Williams Ⓦ @ tenthree Ⓟ Ⓦ
Post Prod Producer: Sian Hagan @ Envy Advertising Ⓟ Ⓦ
Sound Designer: Rich Martin

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