Smith and Nephew Innovation in Motion

Smith and Nephew, a British medical devices company, is advertising artifical body parts in a television and online campaign perfectly timed to be associated with the Paralympics. The visual effects rich commercial features computer generated athletes performing in the disciplines running, climbing, surfing, swimming, skiing, golf and soccer. It’s a campaign designed to appeal to younger generations with a focus on active lifestyle.

Swimmer with artificial knee in Smith & Nephew commercial

“We are a generation of doers, a generation that never met a challenge it couldn’t run, bike, or climb over. So for us, Smith & Nephew introduces the next generation of joint replacements: highly advanced hips and knees, engineered to meet the needs of your high performance life, each made to endure, like the highly adventurous spirit of our generation. The Birmingham hip resurfacing system is a clinically proven alternative to total hip replacement that helps you keep more of your natural bone. The Journey Deuce partial knee is a bone preserving alternative to total knee replacement designed to feel and perform like a normal knee. There are potential risks with any surgery. Recovery takes time and depends on factors like activity levels, weight and age. Ask your doctor which implant is right for you. Log on now to learn more. Peak performance powered by smith & nephew.


Click on the image below to play the video in YouTube (High Definition)


The Innovation in Motion ad was developed at Ogilvy, New York, by group creative director Jonathan Isaacs, creative director Tracy McFarlane, associate creative director Lisa Savage, executive producer Melanie Baublis, executive group director Chris Beeby, management supervisor Keith Higbee.

Filming/animation was shot by directors Eben Mears and Mate Steinforth, at Psyop, with producer Michael Neithardt, assistant producer Tarun Cahraipotra, project lead Florian Witzel, CG artists Alvin Bae, Jan Bitz, Jae Ham, Miguel Salek, Jeff Dates, Rich Magan, Jacob Slutsky, Jason Vega, Goo-Shun Wang, Lee Wolland, storyboard artist Ben Chank, software developer Andreas Gebhardt, after effects developers Doug Purver, Jason Conradt and Elliot Blanchard.

See the ad in high definition at Mate Steinforth’s Vimeo channel. Making of video at Vimeo, edited by Jae Ham, on Mate Steinforth’s page dedicated to the Smith & Nephew project.

Music and sound design were provided by Q Department.

  • Chris Patterson Duebner

    I am one of the first Deuce knee receipients. At 46 years of age (April 2007) I underwent the procedure. At five weeks I was able to bowl one game; I was walking 45 minutes a day by June and began bicycling; I went on a 10 day vacation to Germany in July; hiking in the Fall and even did some lite skiing in March. I’m now able to almost anything I like – including things I don’t necessarily enjoy like scrubbing the kitchen floor on my hands and knees 🙂

    I had an ACL replacement done in the late 90’s due to a softball injury and prior ski falls. Arthritis set in early. I tried Suparz injections and found quite a bit of relief which showed me what living without pain was all about. Unfortunately the relief was very short lived.

    My surgeon was fortunately one of the surgeons on the Deuce design team. After careful thought and consideration I went through with the surgery. I have no regrets! Rehab is a long ardous journey and it should be understood that this is not something to do into uninformed.

    Should anyone have any questions or interest in speaking with me I would be happy to correspond.

    Chris Patterson-Dueber

  • Andrew

    I have been to India for my hip replacement treatment. I did a lot of research and found
    out about, a leader in medical tourism. ValueMedicare gave me excellent services. Though this company is a little expensive compare to other medical tourism companies(though it is still very cheap compare to US) but then you get treated by the best doctors in the best hospitals.

  • Cheryl Walker

    i received Smith and Nephews products in both knees. Smith and Nephews surgeon and partner did not put in the #1 product as promised in my 2nd replacement and I ended having to have 3 complete total knee replacements in the one leg.

    I was lied to and left by the surgeon and the company led to believe it was a ‘recalled’ product which actually was a UN-APPROVED FDA product. My life has never been the same and I have lost my career.

    I also was black balled and double-crossed with kick backs by the surgeon and the company to my attorneys here in Oklahoma. Later the Smith and Nephew attorneys along with the Surgeons oklahoma attorneys supeonaed me to ‘their’ battle between themselves over money forcing me left in the middle while they both bring inappropriate materials to the table to the patient who was ‘put under anesthesia’ then lied and never given the #1 product myself and my insurance company had approved for them to implant into my body.

    I warn you to beware ….. once you are under anesthesia you have no protection and do not have a way to stop a large company and their surgeons from doing as they please. Then in the court systems it is no different, money will buy your case and leave you as the looser again.

    I am more than happy to show all legal documents to prove my story. I have been unable to hire attorneys willing to take the licenses in question in the 6 patients in my surgeons cases.