Rockstar

This GE Ad Highlights the Company's Achievements Whimsically

By: Farida Helmy - Published: Mar 11, 2014 • References: ge and adweek
In a sweet voice, we hear a young girl tell us what her mom does, but she's no ordinary mom: this mom makes underwater fans, talking airplanes and miniature hospitals—and this mom works for General Electric as the new GE ad shows.

In a Tim Burton-like 60-second GE ad, a 6-year-old girl takes us on a fantastical adventure that highlights GE's innovative work in aviation, healthcare and energy fields. Really honing in on its long-running tagline 'Imagination at work', the GE ad mixes fantasy and the real world just like it does in its products.

"This spot reclaims imagination," says Linda Boff, GE's executive director of global brand marketing. "Showing where the softer side—imagination, software, the mind—meets the harder stuff—the technology, the engines, the innovation—is, for us, a great marriage."