Arnie told us he’d be back. Three months after becoming Zimmer Biomet’s chief movement officer, the quintessential action hero has returned to front a campaign that puts a twist on his famous catchphrase from “The Terminator” to motivate people living with joint pain.
Zimmer Biomet began working with Arnold Schwarzenegger, the bodybuilder-turned-movie star-turned-governor of California, in November but provided few details of its plans for the collaboration at that time. The manufacturer of orthopedic medtech products finally showed its hand Wednesday, inviting people with joint pain to share their stories with Schwarzenegger as part of its “You’ll Be Back” campaign.
In a 30-second video launching the campaign, the famous fitness fanatic is in a home gym, running through the classic “head, shoulders, knees and toes” rhyme and actions in front of a mirror. As Schwarzenegger picks up the pace, his reflection tires and is unable to keep up with the actions. After falling completely behind, the frustrated movie megastar in the mirror exclaims, “It’s just too fast.” The real Arnie offers encouragement, explaining that “sometimes you have to push yourself—that’s how we grow.”
A voiceover delivers a call to action at the end, asking viewers to share their stories at YoullBeBack.com and adding, “Who knows? Arnold just might help you with your comeback.”
The website fleshes out that tease. Zimmer is asking people who have been putting off getting joint replacements to share stories about what has been holding them back. Schwarzenegger and his team will read the stories and “plan to work with some of you on your comeback,” the company said.
Other sections of the “You’ll Be Back” website offer advice on how to “fuel your comeback” and feature motivational quotes from Schwarzenegger playing on more of his classic films and catchphrases, such as “No challenge can stop you, because you’re the determinator” and “It's time to say ‘hasta la vista’ to that joint pain.” The website links out to a Zimmer Biomet tool for finding a joint surgeon.
The ongoing plans for the campaign point to the celebrity’s continued involvement in Zimmer Biomet’s big marketing push. CEO Ivan Tornos called the initiative “the boldest direct-to-patient program in the history of the organization” on an earnings call earlier this month. Such boldness, of course, costs cash, and Zimmer Biomet flagged its marketing drive as a factor that will push up spending over the first half of 2025.