General Electric's 'What Matters' campaign is looking to humanize technology by showing how it affects our lives. The campaign currently features four commercials, all of which were produced by BBDO New York. These spots explore the use of GE innovations across aviation, healthcare and power generation. The overarching theme of the ads seems to focus on human aspect of technological innovation and were shown during NBC's coverage of the 2018 Winter Olympics. A version that uses all the commercials has been released by GE and carries the same message of the individual ads.
BBDO New York found out quickly that people are often uninterested in how GE innovates, so the group instead focused on all the amazing things GE does for people; it used each spot to show how each innovation made a difference in human lives and did so through the use of simple, but relatable stories.
The What Matters ads follow a successful style of commercials, ones that humanize large companies and focus purely on consumers' interactions with products.