GE Imagines a World Where We Treat Female Scientists Like Celebrities

Delightful work from BBDO aims to bridge gender gap in science

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Millie Dresselhaus, the first woman to win the National Medal of Science in Engineering, is treated like a Kardashian—photographed, celebrated, followed—in BBDO’s new campaign for GE. The 60-second spot is part of GE’s audacious plan to employ 20,000 women in STEM roles by 2020 and to have 50/50 gender representation in its technical entry-level programs by the same time.

The ad, directed by Nicole Holofcener, shows how celebrating female scientists could help inspire girls to become scientists and help GE find its recruits to meet its 2020 deadline.

“We

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in