Arnie promised he’d return, and he has. Three months after being appointed as Zimmer Biomet’s chief movement officer, Arnold Schwarzenegger is back to lead a campaign that uses his famous “I’ll be back” line from “The Terminator” to inspire people dealing with joint pain.
Zimmer Biomet, a company that makes orthopedic medical products, started working with Schwarzenegger in November. Initially, they didn’t share much about their plans, but now they have launched the “You’ll Be Back” campaign. This campaign encourages people with joint pain to share their stories with Schwarzenegger.
In a 30-second video, Schwarzenegger, known for his fitness passion, appears in a home gym doing the “head, shoulders, knees, and toes” routine in front of a mirror. His reflection struggles to keep up, eventually giving up and saying, “It’s just too fast.” The real Schwarzenegger motivates, saying, “Sometimes you have to push yourself—that’s how we grow.”
The video ends with a voiceover inviting viewers to share their stories at YoullBeBack.com, hinting that Arnold might help them make a comeback.
On the website, Zimmer Biomet asks people who have delayed joint replacements to share their hesitations. Schwarzenegger’s team will read the stories and aims to assist some individuals with their recovery. The site also provides advice on overcoming challenges and features motivational quotes from Schwarzenegger like “No challenge can stop you, because you’re the determinator” and “It’s time to say ‘hasta la vista’ to that joint pain.” It also includes a tool to help find a joint surgeon.
Zimmer Biomet plans to keep Schwarzenegger involved in their big marketing efforts. The CEO, Ivan Tornos, described the campaign as the company’s boldest direct-to-patient initiative ever. This ambitious campaign is expected to increase spending into early 2025.