A Sexy New Ad Campaign for a Decidedly Unsexy Product

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New marketing campaign for New York Spine Institute from The Levinson Tractenberg Group launching this month utilizes sexy images to give patients hope

From the website to the digital media to the print ads, the campaign offers engagement and a positive personality

It’s hard to feel sexy when your spine has issues. It’s hard to feel energetic, optimistic or motivated either. In fact, it is hard to feeling anything at all -- other than pain.

With a bold new ad campaign, The New York Spine Institute (http://www.nyspine.com), one of the New York region’s leading providers of innovative orthopaedic care, is proving their dedication to restoring patients’ spines to vitality. They don’t just restore backs – they give back lives.

Carrying the theme line “Moving Backs Forward”, the new campaign from NYC-based ad agency The Levinson Tractenberg Group uses sexy images of healthy backs to dramatize the vital work the New York Spine Institute performs.

The campaign features high-fashion shots of shirtless models from behind, showcasing their backs, necks and spines. “New York Spine Institute focuses on healthy spines, so it make total sense to choose advertising images that do also,” says Joel Levinson, Partner at The Levinson Tractenberg Group, the NYC ad agency responsible for the campaign.

Most ads in the category either show pictures of the surgeons, or of happy patients enjoying life again after surgery. Both client and ad agency rejected those clichéd approaches for several reasons.

“Fighting against -- and recovering from -- spine problems is a very personal, individualized experience that cannot be summed up in a lifestyle photo,” says Joel Tractenberg, Partner at the ad agency. “By showing images of backs we are allowing potential patients to fill in the emotional blanks with their own story, rather than someone else’s as most other ads in the category do.”

The multimedia campaign, featuring newspaper, magazine and a heavy dose of digital and social media, is also unusual in that it promotes specialties outside of the traditional world of surgery. One of the initial ads proclaims, “We are equally proud of the surgeries we don’t perform.”

“We have an ethical responsibility to provide relief to patients in the least invasive manner possible,” says world-renowned orthopaedic surgeon and CEO of NYSI Dr. Alexandre deMoura. “No one is better at delicate surgeries than our skilled staff…and no one is better at finding alternative means of treatment either. Surgery is a last resort.”

A mix of Eastern and Western specialties, including acupuncture, physiatry and psychological services all combine to help NYSI patients combat the physical and mental effects of pain caused by spinal conditions. If any of these fall short of restoring a patient’s lifestyle, then Dr. deMaura and his surgical staff take over. Minimally invasive procedures ensure shorter time in the operating room – which translates into quicker and less painful recoveries.

The campaign is launching this month.

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Joel Tractenberg
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