The gripping medical drama brings emotion to an unexpected category

Medtech firm Getinge celebrates heroism that comes with teamwork

By Ann-Christine Diaz. Published on Mar 26, 2018

Editor's Pick

"Medtech" doesn't exactly scream emotion and creativity, but this ad may make you think differently about the category--or even just think about the category, period. The film from the first global campaign for medtech firm Getinge seems ripped out of a medical drama playbook. It depicts a surgeon taking on his latest rescue a female victim of some sort of trauma. It details every painful moment around such an experience--doctors and nurses rushing to the E.R., a father and his two small children looking on with fear. We then go inside the operating room and finally, the surgeon goes on "The Walk," taking slow, heavy steps as he goes to inform the family of the outcome--and you'll have to watch to find out how it went.

McCann Health Nordic was behind the campaign, which revolves around the idea that no matter what role a person or technology plays in healthcare--it's all geared toward the singular outcome of saving lives.

"We really want to show our core customers, like surgeons, ICU nurses, CSSD managers, how much we value their professionalism and how much we want to be their partner," says Markus Ziegler, Vice President Marketing Communications at Getinge in a statement. The effort "celebrates them doing what they do best, saving lives. And we are proud to be a little part of these heroes' lives."

"Regardless of whether that news is good or bad, in that moment the surgeon represents more than 50 people who, in one way or another, have been critical to the job of saving a life," add McCann creates Noak Garberg and Mikkel Dahl. "For the patient's loved ones, whose worlds are about to change based on the surgeon's words, it's one of the tensest moments they will ever experience."

The campaign will run in more than 30 markets on local channels and on professional platforms like Linkedin.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Mar 26, 2018
McCann Stockholm
Production Company:
Head of Corporate Marketing Communications:
Susanna Rosander
Vice President, Global Marketing Communications:
Markus Ziegler
Agency Producer:
Fabian Mannheimer
Account Manager:
Alan Emmins
Art Director:
Mikael Dahl
Noak Garberg
Account Manager:
Annika Appeltofft
Jakob Marky
Magnus ...kerstedt
Daniel Voldheim
Ben Canny
Julien Alary
Sound Design:
Frippe Jonsäter
Rajdarn Eldorado
Håkan Ericsson
The Talent Group
Service Production:
Division Productions

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.