GE was seen as uncool and increasingly irrelevant, so we paired their technology with iconic machines from pop culture to make the work feel familiar, entertaining, and culturally relevant. The goal was to bridge advanced innovation with things people already loved, making GE’s capabilities easier to engage with and harder to ignore.

We produced a half dozen spots with director David Gordon Green (Pineapple Express, Halloween, East Bound and Down), bringing a distinct comedic tone that helped the work stand out and feel unexpected for the category.

RESULTS:
The campaign helped modernize perception of GE, using humor and cultural references to make complex technology more accessible and memorable, while reintroducing the brand to a broader audience.