Smith and Nephew – Innovation in Motion

Here’s an ad for Smith & Nephew’s replacement implants that will leave you wanting to go do something “extreme” like change the channel. The voice-over is pretty bad for this one as they’re desperately trying to reach what I’m guessing is a younger crowd, but am still unclear which generation they’re referring to as it’s pretty vague. Ogilvy, NY was the agency responsible for this campaign.

Here are a few gems taken from the ad:

A generation of doers

Each made to endure, like the adventurous spirit of our generation..

Engineered to meet the needs of your high performance life.

Horrible copy… great animation though. It’s really the only reason why i’m posting this, the visual effects are absolutely killer.

Eben Mears and Mate from Psyop directed this piece with Michael Neithardt and Lucia Grillo as the Producer/Executive Producer (Tarun Cahraipotra was the Assistant Producer). The CG artists were Alvin Bae, Jan Bitz, Jae Ham, Miguel Salek, Jeff Dates, Rich Magan, Jacob Slutsky, Jason Vega, Goo-Shun Wang and Lee Wolland. Ben Chan was the Storyboard Artist (Andreas Gebhardt was the Software Developer). After Effects were done by Doug Purver, Jason Conradt and Elliot Blanchard. Sound Design was by Q Department.


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