GE 'Brilliant Machines' Meets Star Trek

07/10/2013

BBDO New York

Advertising Agency

New York, USA

195

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07/10/2013

BBDO New York Recruits Sulu for latest ad

This weekend, GE unveiled the latest television spot in its "Brilliant Machines" campaign (#BrilliantMachines). The spot (“Brilliant Enterprise”) is designed to demonstrate how GE's deep-sea oil & gas technology helps us discover and maximize resources in extreme conditions. And like previous spots in the campaign, the advertising features a famous machine from popular culture: in this case, the U.S.S. Enterprise.

In fact, the launch of this latest commercial marks the approximate one-year anniversary of the "Brilliant Machines" campaign which debuted roughly one year ago (in November) as a way to demonstrate how the Industrial Internet -- which connects GE's Brilliant Machines with software and analytics -- is helping to transform big data into efficiencies and value for customers and society.

What's more, to help further bring this idea to life, GE is uniting with TaskRabbit, a marketplace where people and businesses can go to outsource tasks and longer-term jobs, for a never-been-done-before partnership that will literally bring the message of "maximizing resources" to life. For five days, October 9-13, in the cities of New York and San Francisco, TaskRabbits will be turned into "TrekRabbits," performing tasks in the shopping and delivery category at "warp speed."

GE “Brilliant Enterprise” Creative Credits

Agency: BBDO New York

Client: GE

Title: “Brilliant Enterprise”

Chief Creative Officer: David Lubars

Senior Creative Director: Eric Cosper

Senior Creative Director: Michael Aimette

Group Executive Producer: Anthony Nelson

Producer: George Sholley

Copywriter: Judd Counsell

Art Director: Anne Lac

Director of Music and Radio Production: Rani Vaz