BBDO NY Mixes Things Up in Brilliant New General Electric Spot

This Memorial Day Weekend, GE will debut new advertising in its ongoing efforts to communicate innovation and “imagination at work” to solve some of the world’s biggest challenges. Their latest commercial message will break, appropriately, in cinemas during the Tomorrowland premiere – a movie that is all about imagination and surprises.

Much like its title “Time Upon A Once,” the ad tells the GE story backwards.  It’s to dramatize how GE takes everything that is usual and expected in the world, and turns it on its head.  It further illustrates the great lengths GE will go to approach problems differently, leading to bigger and better solutions.  As the copy says, “New solutions turn big companies into fast companies.”  Notably, the 60-second cinema ad is another example of how GE uses every video platform to tell its story.  It follows such notable previous films as “Childlike Imagination,” “Ideas,” “Imagination Donkey” and “Enhance your lighting.”