Lenz’s newest campaign for Resurgens Orthopaedics debuted recently in households throughout the Atlanta area.

The campaign includes television, print, web, and social media promotions throughout the year.

The “It Happens” concept was developed by Lenz and Resurgens to emphasize the balance between Resurgens’ efforts to help the community stay healthy, while recognizing that we will all have orthopaedic needs sooner or later.

The “It Happens” campaign centers around a 30-second television spot that begins, “No matter how careful you are, eventually It Happens. Resurgens Orthopaedics knows that ‘It’ is just a part of life.”

Creative execution was developed by Lenz Creative Director Cameron Spivey, in partnership with Outback Editorial, a creative editing and design studio. The spot features animated kinetic type, motion graphics, and an adorable “every man” character who can’t seem to stay healthy, no matter how hard he tries.

“We needed a way to separate Resurgens from the countless healthcare commercials we see in the market,” said Spivey. “Personifying the inevitability of orthopaedic injuries in the animated setting achieves that, and serves as a great foundation for the entire campaign.”

The ad concludes with the character accessing Resurgens with the click of a button.

Lindsey Lee, an Account Manager at Lenz, said, “It was also important for our audience to know that when ‘It Happens,’ they can reach out directly to Resurgens’ experts for help by phone or via their web site.”

“It Happens” is scheduled to run in the Atlanta market throughout 2013.