Care UK has launched its first-ever TV commercial to celebrate 40 years of delivering 24-hour nursing, residential and dementia care to older people.  

The 60 second ‘You are…’ ad highlights Care UK’s ethos of “fulfilling lives, where residents’ individual interests and needs are fulfilled through meaningful experiences and personalised care”. The advert illustrates how team members in Care UK care homes support residents to live their lives in the way they choose, staying safe, and keeping healthy, active and independent. 

The commercial begins with an emphasis on residents maintaining their independence, while continuing to enjoy lifelong hobbies with the encouragement and support of team members.

As scenes play of residents enjoying their interests, including a game of boules, playing guitar and baking with team members, a narrator emphasises the provider’s ethos of supported independence: “You are a rock star, a champion, a star baker… at Care UK, we believe that whoever you are, you should be given the support to be who you’ve always been … or who you want to be.” 

The advert was produced by Space City and filmed at Care UK’s Chichester Grange in Chichester, and features team members Sam Shepherd and Gaynor McGlade alongside professional actors.

Jacqui White, marketing director at Care UK, said: “Over the last four decades, Care UK has built up a long-standing reputation for sector-leading care with more outstanding homes than any other provider – so it’s incredibly exciting to be communicating this on a new platform for a wider audience across the UK.

“As we enter the world of TV advertising, it was important to us that our first TV campaign conveyed our ethos of fulfilling lives and recognised the extraordinary efforts our teams go to in supporting every resident. We’re keen to ensure every day can be meaningful and fun for residents and to break down some of the stereotypes that surround life in a care home. We are really proud of the work our teams do and feel this is reflected in our first TV advert.”

Care UK runs more than 150 homes and says it expects to open at least 13 more before the end of 2025.