The campaign – called ‘Born To Walk’ – centres around an online mockumentary featuring ‘Chad Strider’, the self-proclaimed “world’s best walker” and charts his ‘rise and fall’. 

The video was created by UK agency Hometown London, and will be promoted using traditional paid-for media, as well as via social media and other online channels, with the healthcare company claiming the campaign signifies a step in a ”different direction” for the brand. 

Carol Baubock, Bupa’s global brand and corporate marketing director, says: “We want to inspire millions of people around the world to walk more. ‘Born to Walk’ does this with a tone and edge that I think will surprise and engage people.”