The goal of the advert was to restore the passion and romance to the railway, to scrubout memories of Hatfield, delays and commuting and replace them with a taste of Brief Encounter.
"Surgeons need to stay sterile, but they also need access to patient records, images, scans, X-rays and MRIs, " said Jamie Tremaine, chief executive of Toronto-based GestSure, adding that they sometimes have to scrubout and scrub back in to access records.
At Tom Price, Rio Tinto's biggest mine in the area, managers point out scrub-covered hillsides whose cultural significance they are debating with the authorities.