NEW! What Does GE Do? New Campaign Launches During 'Late Show with Stephen Colbert'

If asked, how would you describe GE? The brand launched a series of TV spots during the premiere of "The Late Show with Stephen Colbert" that position it as a digital industrial company. This is not your father's GE. Just ask Owen, the star of the campaign and recent GE hire. In "What's the Matter with Owen," our happy college graduate scores a programming job at GE, but his friends and family are unsure how Owen will be contributing to what they think is a manufacturing company. Cue many awkward moments. Even after Owen explains his position, the pals are confused. "Do you know what GE is?" asks Owen. See it here. I love the reaction Owen's parents have: Dad gives Owen his grandfather's hammer, since he'll be working at a manufacturing company. When Owen explains he'll be writing the code, his father gives him grief for being unable to swing the heavy hammer. Watch it here. In the last ad, Owen tells another group of friends about his new gig, but they are more excited about another friend's job writing code for an app that dresses up animals. See it here, created by BBDO New York.

advertisement

advertisement

Next story loading loading..