Toshiba “Remove the bones and look”

How to convey specific information when technology becomes so advanced that it’s difficult to explain? More than a B-to-B technology report, this Toshiba industrial advertising pioneered a new genre of business-to-consumer advertisements.　This advertisement for a medical device that generates images of blood vessels – which states, “Remove the bones and look” – received eight awards, including that year’s Japan Industrial Advertisement Award.