In a sea of me-too products, this global leader in medical device manufacturing for the orthopedic and spine channels wanted to let the market know its products were something different, with real added value and innovation. Like the tag line and positioning strategy we developed for the company, the ads themselves needed to be unlike anything ever done in medical before—“Breakthrough Thinking” around the way the company engaged the audience. Our product ads established an emotional connection between the devices’ innovative attributes and surgeons’ personal sensibilities, and allowed Blackstone to tell its story of incremental enhancements without having to fight to be heard.