Bionic Pizzazz Brought to Hip/Knee Surgery

This year at the Olympics, performance-enhancing athletic gear were all the rage. Four years from now, will it be highly-advanced hips and knees?

"Smith & Nephew introduces the next generation of joint replacements: highly-advanced hips and knees engineered to meet the needs of your high-performance life."

The ad, designed to make active human beings look like fluid ribbons of energy, was produced by Psyop for Ogilvy/NY. I like how it breathes life into an industry normally associated with near-immobile geriatrics (I've fallen and I can't get up!). But It also brought Touch of Gray to mind. Sexy grays, bionic hip surgery: looks like advertising's in midlife-crisis mode.

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Tags: bones, hip, knee, nephew, ogilvy, More…psyop, smith, surgery
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