• by Amy Corr  @MediaPostOTL, September 11, 2014

GE has launched "The Boy Who Beeps," a sweet two-minute video that launched last week during NBC's NFL Kickoff. The gist of the video is that GE speaks the language of business, and its software can connect machines with the potential to change the way industry works. But how to depict technobabble as sweet and emotional? By introducing viewers to a boy who beeps. Even immediately out of the womb, this boy doesn't cry, he beeps. As the adorable boy grows up, he realizes his special connection with machines, like his toy spacecraft -- and even stoplights, turning a row of red lights into a sea of smooth sailing green. A great companion to have when you're running late. The boy's true gift isn't discovered until a citywide blackout occurs. He works his magic and brings power back for everyone.  But nothing beats what he does for the girl he likes. He makes a vending machine dispense her favorite snack, and when she want to stargaze, he wipes out the street lights. Very sweet. "When you speak the language of industry, the conversation can change the world," closes the video, seen here, created by BBDO New York.