مرونة المواعيد عنواننا
The pattern
This film is filed under Question headline.
Define
The first line is a question the reader was already asking, or one they cannot leave unanswered.
Mechanism
Open loop plus recognition. A good question is the reader's objection, spoken first by us.
Verdict
We know the real objection and can answer it in the next breath.
Why it works
The spot opens on the viewer's own question, 'محتاج استشارة طبيب وراح عليك الموعد؟', and answers it in the same breath, so 13 seconds are enough. The before and after is one actor and one gesture: frowning at the phone at night, then smiling at it in an armchair.
The big idea
A missed appointment no longer means waiting for the next one: the Digital Clinic lets you consult a doctor from wherever you are, whenever.
The offer
Consult a doctor any time and from anywhere through Bupa's Digital Clinic in the Bupa app.
Lines from the ad
معكم لصحتكمWith you for your health
استشارتك من مكانكYour consultation, from where you are
محتاج استشارة طبيب وراح عليك الموعد؟Need to see a doctor and missed your appointment?
Steal this when
When a short spot has room for one objection and one answer, and the objection is a moment the viewer has already had.
The emotion
Written to Frustration. It makes the Say move.
It names the letdown of a missed appointment and points straight at the part that moves: the doctor is reachable from home, now.