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Turning Doctors Into Action Heroes


Research uncovered an interesting insight; many doctors in this specialty saw themselves as a superhero or action figure, swooping into save the day. For Sonosite’s launch we took that insight and developed advertising targeting both doctors and patients. For doctors it was an awareness campaign for this remarkable new and stunningly affordable technology that could transform their practices. For patients, itraised the bar in terms of what they should expect of their PCP’s.


We created an integrated campaign all based on true stories. In keeping with the idea of action heroes, eachad resembled a movie poster and the TV, a movie trailer. The TV is based on the real life eventsof Jake Locker, the starting quarterback for the Washington Huskies from 2007 to 2009.