If General Electric’s “Brilliant Machines” campaign was a movie, the brand’s “Robots on the Move” commercial would only be a teaser trailer. Although it’s full of intrigue and suspense, the ad fails to actually promote anything other than pop-culture nostalgia.
BBDO New York and GE teamed up for the sixty-second spot, which premiered on Thanksgiving and was directed by Jonathan Dayton and Valerie Faris, the husband/wife duo who helmed feature films such as Little Miss Sunshine as well as several music videos including Smashing Pumpkins’ “Tonight, Tonight.” The pitch itself is clever: famous machines looking for new, powerful machines that will make the world better. If we were to grade the effort, we’d have to say incomplete. What are these revolutionary machines? Do they look any different? How will they make the world a better place? Will they cost less than the retail price of an iPhone?
Regardless, sci-fi geeks across the country won’t be able to hide their vinegar strokes. Star Trek fanatics will appreciate a Data sighting. Props on including K.I.T.T. as well, but GE needs to follow up this style-over-substance spot with something concrete—a fridge, a washer, anything that isn’t swiped from an 80’s TV show. The knockoff Avicii soundtrack is pretty fresh, though. All that’s missing is some Hasselhoff. Credits after the jump.
Chief Creative Officer: David Lubars
Senior Creative Director/Art Director: Eric Cosper
Senior Creative Director/Copywriter: Michael Aimette
Creative Director/ Art Director: Kevin Jordan
Creative Director/Copywriter: Tim Roan
Associate Creative Director/Copywriter: Judd Counsell
Director of Integrated Production: David Rolfe
Group Executive Producer: Anthony Nelson
Producer: George Sholley
Director of Music and Radio Production: Rani Vaz
Music Producer: John Melillo
Worldwide Senior Account Director: Emma Armstrong
Account Director: Ben Myers
Account Manager: Robin Erler
Assistant Account Executive: Michelle Teng
Production Company: Bob Industries
Director: Dayton/Faris
Director of Photography: Linus Sandgren
Music House: Human
Edit House: Final Cut
Editor: JD Smyth
Visual Effects House: Method Studios