Life’s pretty good. With Vitality insurance, you could have up to five more years of it. That’s the compelling statement at the heart of Vitality UK’s latest advert, a charming spot starring Malcolm and his delightfully encouraging talking dog.
The story follows Malcolm, mounted on a modest, undersized bicycle, as he attempts to conquer a notably steep street. His resolve is tested when a fellow cyclist, riding a considerably larger bike, effortlessly overtakes him.
Yet Malcolm finds unexpected encouragement from his canine companion, who rallies him onward with genuine warmth: “You can do it, Malcolm. I believe in you.” Spurred on, Malcolm summons a burst of determination worthy of a modern-day Rocky Balboa, conquering the punishing slope.
On the descent that follows, he appears to sprout wings, a triumphant, whimsical flourish befitting his hard-won victory.
Behind the charm lies a genuinely proposition. Vitality UK stands as a major private health and life insurance provider, distinguished by its “Shared Value” model, which rewards members for staying physically active and investing in their own wellbeing.
Members use the Vitality UK App to link wearable fitness trackers, such as the Apple Watch or Garmin, logging healthy habits and daily activity. By tracking steps and workouts, members earn Vitality Points each week, unlocking a range of valuable partner perks.
These include generous gym discounts, with up to 50% off monthly memberships at gym chains such as Virgin Active, Nuffield Health, and PureGym; tech incentives, offering funding or substantial discounts on an Apple Watch for those who meet long-term activity goals; and a range of lifestyle perks, including weekly or monthly discounts at beloved brands such as Caffè Nero, Odeon or Vue Cinemas, Waitrose, and PizzaExpress, rewarding members for living well, one healthy habit at a time.
“Life’s pretty good, and you could have up to five more years of it with Vitality. Vitality, your health’s best friend,” the voiceover is heard saying in the 60-second spot.
The song featured in the ad is “Going the Distance” by Bill Conti, an instrumental musical track from the original 1976 film score of Rocky.