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GE Olympic Spot Celebrate Human Spirit

Creative

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Campaign from BBDO NY teams anthemic spot with mini-documentaries

This weekend GE and BBDO will be airing three new television ads as part of its position as a Worldwide Partner of the Olympic Games. The commercials are part of a fully integrated campaign and continue the “GE Works” platform that was introduced earlier this year. The creative emphasises how GE powers the potential of the human body, and is amazed by the power of the human spirit.

The TV campaign is spearheaded by an anthemic commercial that celebrates GE’s unique view of the Games: advanced imaging technology enables us to know more about the human body, but it’s the human spirit that never ceases to amaze. The other two spots are documentary-style stories: one is about the neonatal intensive care unit at Homerton University Hospital in East London, where GE technology is helping doctors and nurses care for premature babies; the other follows the story of a young high school athlete (Darius) who, with the help of GE healthcare technology, was diagnosed early on with a rare life-threatening heart defect. But through careful monitoring, he is able to continue doing what he loves to do – play baseball.

'Measure' was directed by Skunk's John Hillcoat while the documentaries 'Darius' and 'Homerton' were shot by Anonymous Content director Brett Morgen.

All of the work was created by BBDO New York and the work debuts this weekend during NBC’s telecast of the Olympic Games.

GE “Measure” Creative Credits

Agency: BBDO New York

Client: GE

Chief Creative Officer: David Lubars

Sr. Creative Director/Art Director: Eric Cosper

Sr. Creative Director: Michael Aimette

Director of Content: Regina Ebel

Producer: George Sholley

Creative Director/Copywriter: Tim Roan

Creative Director/Art Director: Kevin Jordan