Sep
04
Joint replacement seems cooler by the day
Posted in: Uncategorized
This futuristic Smith & Nephew spot, produced by Psyop for Ogilvy New York, almost makes hip- and joint-replacement surgery look desirable. The visuals are like an updated take on the “fluid” F/X in Terminator 2, minus Arnold’s Austrian accent (though both share artificial body parts). The ad’s a bit trippy, and all that talk about “joints” reinforces the psychedelic overtones. It reminds me of stuff I’ve seen after ingesting too much high-fructose corn syrup. I spread it on candy, so I’ll need tooth-, gum- and probably brain-replacement surgery soon.
—Posted by David Gianatasio
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