The split-screen visuals and the contrasting "One" and "all" text.

The ad is a split-screen montage. The top left shows a baby sleeping peacefully. The top right shows a mother cuddling with her children in bed. The bottom left shows a young person wearing headphones, looking intently at something off-screen. The bottom right shows a young person lying down, looking at their phone. The text 'One' appears in blue on the left side, and 'all' appears in red on the right side, with a plus sign in between. The Bupa logo appears in the bottom right corner of the right-hand side. The ad transitions to a blue screen with text about covering kids for the price of one, followed by a call to action.