• by Fern Siegel , September 5, 2023

Several years ago, GE announced it would split into three companies: GE Healthcare, GE Aerospace and GE Vernova.

In January, BBDO launched  “Care that Can” to introduce GE Healthcare.

Now, for the launch of GE Aerospace and GE Vernova, the agency is debuting “Beautiful Law,” which honors the company's past and looks to the future. The spot aired at the NFL opener game between Super Bowl champs Kansas City Chiefs vs Detroit Lions last night.

The ad, which rebrands a century-old company, also runs on broadcast, social, OLV and the NFL Thanksgiving night games.

In the spot, a young woman in studying law falls into a fantastic dream where she witnesses more than a century of ideas coming to life. Then she wakes up, leaves the library and carries that vision into the future.

"GE and BBDO have the type of longstanding marriage that’s rare in any industry — especially in ours. It’s been over 100 years,” said David Lubars, BBDO Worldwide Chief Creative Officer. “This work represents a new beginning for both of us — great way to reintroduce the way GE helps make the world go round."