A Century of Ideas Come to Life in Impressive General Electric Ad from Frédéric Planchon

BBDO New York has launched a final ode to General Electric, with its latest campaign ‘Beautiful Law’.

'Beautiful Law' was inspired in part by the First Law of Thermodynamics - the fact that energy cannot be created or destroyed, only transformed from one state to the other. In this film, a young woman in a library studying law falls into a fantastic dream where she witnesses more than a century of ideas coming to life, energy flowing from innovation to innovation. In the end, she awakes in the real world, and leaves the library to carry that energy into the future. Part ode to innovation, part message to the future, the film is a reminder that the energy that propelled GE for the past 132 years will live on - once, now and forever.

“GE and BBDO have the type of long-standing 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; a great way to reintroduce the way GE helps make the world go ‘round.”

Linda Boff, chief marketing officer, General Electric said, “​​The GE brand is born out of innovation, built on Thomas Edison’s can-do legacy, and thanks to generations of GE employees, is trusted worldwide. As we look toward the future and our historic transformation into separate GE companies, we wanted to take a collective moment to pay homage to 132 years of innovation and celebrate the infinite possibilities of GE’s next chapter.”