Hospital for Special Surgery, or HSS as the institution is known around its native Manhattan, has a reputation for world-class orthopedic care. 

On Sunday, in an effort to coincide with the NYC Marathon, the hospital launched a new consumer campaign that makes use of animated line drawings to highlight the benefits of its spinal care. 

The spot features freehand-style renderings of people, a squiggly “spine line” visible in each figure, with a story inspired by patient experiences. 

The advertisement is designed to emphasize for those suffering from back and neck pain that fluid movement is possible when they seek care at HSS. In other words. “Choose Better. Move Better,” as the campaign’s tagline goes.

David Rosenberg, VP/ECD at marketing agency Known, said the creative was meant to “stand out from the run-of-the-mill medical advertising.”

The effort itself aims to help consumers make more informed decisions about their spine care “in a market where quality varies – and matters – more than many realize,” said Janelle Hanley, VP/associate chief marketing officer at HSS.

The regional campaign focuses on the NYC and tri-state markets, appearing on a variety of mediums, including out-of-home, digital display and video, radio, YouTube, Meta and CTV. 

HSS is the official hospital of the 26.2 mile TCS New York City Marathon.