The Walk - Getinge | Clapboard Ad Archive

Getinge’s Together as One campaign, launched globally in Year by the Swedish MedTech leader and McCann, marked a defining creative step for the brand as it entered the arena of health sector storytelling with uncommon clarity and emotional depth. The campaign’s centerpiece film, The Walk, navigates the intensely charged passage of a surgeon moving from the operating room to the waiting room — a journey heavy with the stakes of life, death, and loved ones waiting for an all-defining verdict. Rather than bracket the narrative in abstraction or technical prowess, the creative strategy zeroes in on the irreplaceable human moment when teamwork, passion, and expertise intersect — not as background principles, but as the active engine that drives the outcome. MedTech, so often relegated to the periphery in communications work, is here positioned as a deeply integrated, even decisive, facet of the healthcare experience; Getinge’s presence is not a logo, but a living part of the narrative fabric. Produced by McCann for a global audience and debuted in Sweden, The Walk demonstrates a sophisticated grasp of what Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story, where the product or solution is not just present, but is essential to the resolution of the story and intimately inseparable from the emotional dimension of the plot. This approach sets a deliberate counter to the more generic or device-led narratives prevailing in healthcare communications, making the brand’s offering both the literal and symbolic support system for clinicians in their moments of highest pressure. With a pacing and tension that respects the lived reality of hospital environments and family anxieties, the film elevates Getinge’s promise from utilitarian partnership to shared mission, amplifying trust and shared ambition with healthcare customers. The campaign’s narrative, while tightly focused on a single pivotal moment, implicitly gestures to the far-reaching collaboration across surgical teams, hospital staff, and technology partners — embodying the very idea of together as one as both message and operational reality. The global roll-out and professional execution are underscored by a Clapboard Campaign Score of 63. In a category where authenticity and empathy are often claimed but rarely demonstrated with such narrative discipline, Getinge’s Together as One sets a valuable reference for how medtech brands can reclaim the emotional and ethical stakes of their work precisely through the craft of exemplary storytelling.