Co.Create

This Is What A 6-Year-Old Kid Thinks General Electric Does

New ad campaign uses a child's imagination to highlight the wide scope of the company's work.

Over the past couple of years, General Electric has used a lot of its work that everyday shoppers don't see--turbines, jet engines--to illustrate the innovative backbone of the company. Whether it was advanced manufacturing in GE Works, the wonders of the industrial Internet with Brilliant Machines, or just a cool shot of a train on Instagram, the company has been pushing its creativity to impressive heights to get that word out.

For its new 2014 campaign, GE decided to pull the focus back a bit to not focus on a single business or initiative but instead personify everything the company is about. The new spot by agency BBDO New York and director Dante Ariola shows what GE looks like through the eyes of a little girl whose mom works at the company.

To the daughter, her mom makes underwater fans powered by the moon, airplanes that talk, hospitals you hold in your hand, and trains that are friends with trees. "It’s about innovation, advanced manufacturing, health care, transportation, all through this girl’s imagination," says GE global creative director Andrew Goldberg. "This is how we’re trying to take in all of what GE does."

Another aspect of the campaign is a partnership with collaborative publishing startup Medium to host a collection of writing from employee and entrepreneur contributors, including founders of Makerbot and Codecademy, detailing how they've used imagination to overcome innovation challenges.

"The Medium thing is all about finding people who have these goals and imagination for things that can be made into reality," says Goldberg. "It’s about the big challenges and solutions. It allows us to reach out to entrepreneurs and other leaders about their challenges and problems they had to solve that will inspire others."

Goldberg also says the new spot and Medium collaboration don't have a best before date. "This isn’t a few weeks campaign and then it disappears," he says. "We’ll roll out the spot randomly through the year, translating into other languages and airing it in other countries, as well as continue to bring in more people to contribute to Medium over the whole year."

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7 Comments

  • mroberts200@yahoo.com

    I think this commercial is incredibly sad, because it seems that this child's mother is away most of the time, and devotes very little time to her daughter. I s society now expecting children to raise themselves? Why is raising your offspring seen as some kind of inferior station in life? There is a mentally sick feminist ideology that the media is propagating, through ads like these, where males are treated as insignificant (notice no father is mentioned) and women are encouraged to aggressively compete with men, to the detriment of the nuclear family. This can only have negative consequences for western civilization as a whole.

  • Frank Nichols

    Wow, this is somewhat of a stretch to make a point about working mothers. Get off my cloud.

  • Andrew Paul Smith

    I love the commercial because I can say, "No she doesn't, my dad does." My father is the Founder of Verdant Power, the only tidal power company to actually produce energy from underwater turbines.

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  • my classmate's ex-wife makes $77 every hour on the internet . She has been without a job for six months but last month her pay was $20788 just working on the internet for a few hours. hop over to here www.jobscs.com

  • It's interesting that they only focus on a subset of the business. A very large part f. GE's business is financial services, including credit services. If you have a department store credit card or a credit card issued by a small business such as a chiropractor's office, chances are that the "bank" issuing the card is GE.