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."
Key Themes Behind This Trend
- Fantasy-reality Marketing
- Opportunity to market products and services by creatively showcasing their innovative work with a touch of fantasy and reality.
- Mixed Emotion Advertising
- Opportunity to incorporate humor, whimsy, and storytelling into B2B advertising to capture viewer’s attention and create a positive emotional response.
- Soft-technology Integration
- Opportunity to focus on the marriage of the softer side of innovation, imagination with the harder stuff of technology to engagingly showcase products and services.
Where This Applies
- Aviation Industry
- Opportunity to showcase innovative work in the aviation industry through creative and mixed media advertising campaigns to build brand and engage clientele.
- Healthcare Industry
- Opportunity to showcase innovative work in the healthcare industry through creative and mixed media advertising campaigns to build brand and engage clientele.
- Energy Industry
- Opportunity to showcase innovative work in the energy industry through creative and mixed media advertising campaigns to build brand and engage clientele.
