The Walk – Getinge 2018 | Clapboard Ad Archive

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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.

Credits

Client

Getinge

Agency

McCann

Copywriter

Noak Garberg

Art Director

Mikael Dahl

Producer

Fabian Mannheimer, Magnus Åkerstedt / Bacon

Account Management

Alan Emmins, Annika Appeltofft

Director

Jacob Marky / Bacon

Cinematographer

Daniel Voldheim

Editor

Ben Canny

Sound Design

Frippe Jonsäter

Music

Håkan Ericsson

Category Mind Map

48%

Getinge’s campaign ‘The Walk’ articulates a brand proposition centered on the critical role of collaboration and expertise in healthcare, emphasizing the company’s commitment to being a dependable partner in life-saving moments. The campaign frames Getinge not merely as a MedTech supplier but as an integral part of the complex, high-stakes ecosystem where surgeons, medical staff, and technology converge. Through a narrative that dramatizes the tension and responsibility carried by a surgeon as they transition from the operating room to the waiting family, the film conveys the emotional weight of medical outcomes and the teamwork underpinning these moments. This reinforces Getinge’s value as a facilitator of precision, trust, and collective dedication in healthcare environments. Strategically, the campaign leverages the universal, human experience of vulnerability in medical crises as a connective insight, targeting healthcare professionals and stakeholders who recognize the gravity and interdependence inherent in their work. By focusing on the emotional and professional stakes faced by surgeons and their teams, the creative approach underscores Getinge’s commitment to supporting those frontline moments with passion and expertise. The narrative form serves to humanize the brand within the clinical context, moving beyond technical features to highlight shared purpose and the palpable pressure in health outcomes. This alignment of emotional engagement and professional authenticity aims to deepen trust and reinforce Getinge’s positioning as a global partner "working together as one" with healthcare providers worldwide.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign centers on a powerful narrative arc: the emotional journey culminating in "The Walk," as the surgeon delivers life-or-death news to loved ones. The narrative focuses intensely on teamwork, passion, and expertise—qualities embodied by both Getinge and its customers. Getinge’s MedTech solutions are presented as crucial to the shared mission of saving lives, integrated into the storytelling so that the brand's presence is decisive to the outcome. The film’s narrative structure and emotional tension make ‘Exemplary Story’ the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Stryker – Market Positioning Stryker positions itself as a leader in innovative medical technologies, focusing on improving patient outcomes through advanced surgical equipment, orthopedics, and neurotechnology solutions. Their strategy emphasizes cutting-edge product development, reliability, and comprehensive customer support, catering to hospitals aiming for efficiency and high-quality care. 2. Medtronic – Market Positioning Medtronic stands out as a global healthcare solutions provider with a broad portfolio spanning cardiac devices, diabetes management, and surgical tools. Their market angle centers on integrating technology with clinical expertise to address chronic diseases, promoting minimally invasive procedures, and driving transformational healthcare outcomes. 3. Philips Healthcare – Market Positioning Philips Healthcare differentiates through its commitment to connected care and health informatics, blending medical devices with digital health platforms. Their positioning highlights innovation in diagnostic imaging, patient monitoring, and integrated care systems aimed at enhancing patient experience and operational efficiency. 4. Becton Dickinson (BD) – Market Positioning BD focuses on advancing the safety and effectiveness of care delivery through its extensive range of medical devices, instruments, and laboratory equipment. The company strategically emphasizes infection prevention, medication management, and diagnostic solutions to support healthcare providers in reducing errors and improving clinical workflows. 5. Boston Scientific – Market Positioning Boston Scientific positions itself as a leader in less-invasive medical devices that improve patient quality of life across cardiovascular, endoscopy, and urology markets. Their strategy centers on innovation, clinical evidence, and partnerships with healthcare providers to deliver treatments that reduce recovery times and enhance therapeutic outcomes.

Q: What is The Walk about? A: The Walk is a 2018 global campaign from Getinge, developed by McCann and released in Sweden, marking the brand’s first worldwide initiative. This film-driven campaign centers on the emotional journey of a surgeon as they move from the operating room to the waiting room to deliver critical news to a patient’s family. The creative idea highlights the teamwork, passion, and expertise that define the healthcare experience, positioning Getinge as a vital partner to medical professionals. The campaign underscores the collaborative effort required to save lives, reflecting Getinge’s commitment to supporting healthcare providers in their most pivotal moments. Q: What creative device does The Walk use? A: The Walk employs the Exemplary Story format, as classified by Clapboard’s 12-format taxonomy. This approach tells a compelling narrative in which Getinge’s MedTech solutions play a vital role in the plot and resolution. The film’s structure is anchored in the emotional tension of a surgeon’s walk to deliver life-changing news, using storytelling to embed the brand’s presence as decisive to the outcome. By focusing on the human stakes and the collective expertise behind every medical success, the campaign leverages narrative depth to reinforce Getinge’s role in the healthcare journey. Q: What is the campaign proposition for The Walk? A: The Walk articulates Getinge’s strategic positioning as a dependable partner in high-stakes healthcare environments, emphasizing collaboration and expertise as core brand values. The campaign targets healthcare professionals and stakeholders, highlighting the emotional and professional gravity of medical outcomes and the interdependence of teams and technology. By dramatizing the surgeon’s responsibility and the teamwork behind every patient’s journey, Getinge positions itself not just as a MedTech supplier but as an integral facilitator of precision, trust, and dedication, aiming to deepen trust and reinforce its role in improving patient outcomes. Q: How does The Walk rank in Clapboard's archive? A: The Walk holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the healthcare sector. Q: Who are the competitors in Getinge's category? A: In the MedTech and healthcare solutions category, Getinge competes with brands such as Stryker, which focuses on innovative surgical equipment and comprehensive support for hospitals; Medtronic, known for integrating technology with clinical expertise across a broad portfolio; Philips Healthcare, which emphasizes connected care and digital health platforms; Becton Dickinson, specializing in safety and effectiveness in care delivery through medical devices and diagnostics; and Boston Scientific, recognized for less-invasive devices that enhance patient quality of life and recovery outcomes. Each competitor brings a distinct strategic focus to advancing healthcare delivery and patient care.