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Straumann Stunt Hangs CEO by Implants

Posted on Tuesday, April 7, 2015

Andover, MA – To demonstrate the performance and reliability of Straumann’s dental implant system, the company has launched a commercial in which the Group’s CEO, Marco Gadola, is suspended upside down from just 4 Straumann dental implants. 

The CEO is carried entirely by 3 tiny screw threads on 4 standard Straumann connecting screws measuring 2mm in diameter, inside the implants. This is shown clearly in a supplementary video, which explains how the suspension was performed.

The commercial clip is the cornerstone of an awareness campaign to underline the importance of original Straumann prosthetic components for long-term implant treatment. The commercial and the supplementary "making-of" video are both available at

Compatible is not original

Third-party manufacturers have products they say are compatible with Straumann originals. However, other manufacturers do not have access to the exact manufacturing specifications, which are proprietary and strictly confidential to Straumann. Compatible is not original; if the connection between the implant and the abutment is imprecise, it can increase the risk of complications. Long-term scientific evidence1 underlines the clinical performance of Straumann original prosthetic components. 

Non-original abutments are used to cut initial treatment costs - often without the patient being adequately informed of this and the possible consequences. In some cases, the treating dentist is not informed by the laboratory that non-original products have been supplied. Straumann’s campaign addresses this by drawing attention to the importance of original components.

More than a promise

Marco Gadola, CEO of Straumann, commented: “Our ultimate goal at Straumann is to instill complete confidence – in our products, our services, and our people. By taking part in this campaign personally, I wanted to share my complete confidence in the precision and reliability of our implant system with customers – in words and action. I also wanted to highlight my confidence in our specialists. I did not need test results or demonstrations; their word that this would work was enough. The commercial also reflects the innovative and creative power of our team. I wouldn’t have done this with any other product on the market.”


1. Wittneben JG, Buser D, Salvi GE, Bürgin W, Hicklins, Brägger U: Complication and failure rates with implant-supported fixed dental prostheses and single crowns: A 10 y retrospective study. Clin Implant Dent Relat Res 2013: April 2.

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