Do testimonial ads have to be boring? We certainly don't think so. Our highly biased opinion may have something to do with the fact that patient stories form the backbone of this consumer ad campaign. Inevitably, all hospitals do (or claim to do) pretty much the same thing. And, while you could run an ad saying "our technology is better than their technology," or "our doctors are smarter than their doctors," if you're a reasonably healthy person, you just don't care. That's why we turned to dramatic and provocative testimonials from Swedish patients. In this print ad, we talk about a minimally invasive procedure for heart valve repair that takes the place of the traditional crack-your-sternum-in-two open heart surgery — something only Swedish and a handful of other hospitals can do. This and other stories are told again in radio commercials and on a special web landing page designed by Wirescape. A tip of the Worker Bees' cap to art director, Troy Nebeker, and photography studio, Motofish, for making this entire ad campaign exquisitely beautiful.