You just got hired by GE. Why isn't anybody happy for you?
That's the perplexing question facing a college graduate in BBDO New York's amusing new campaign, breaking Tuesday on The Late Show With Stephen Colbert. The problem, it turns out, is that the graduate, Owen, has been hired as a programmer—but everyone from his classmates to his parents thinks GE is still only a manufacturing company.
This makes for some comically awkward ads, in which Owen tries to explain why people should be impressed by his new job—not giving him condolences or baffled stares.
The admirably self-deprecating campaign, bluntly titled "What's the Matter With Owen?", is designed to reinforce GE's position as a digital industrial company—and recruit young people to join the company as industrial Internet developers. (The YouTube ads include links to GE's jobs section.)
The ads will run on network and cable throughout the fall, and Owen will take over GE's social channels later this month to talk about his underappreciated but surely overwhelmingly satisfying new job.
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
Creative Director, Copywriter: Judd Counsell
Creative Director, Art Director: Anne Lac
Executive Producer: George Sholley
Producer: Theresa Reyes
Global Director: Brandon Fowler
Account Director: Lindsey Cash
Account Executive: Will Langenberg
Associate Director of Interactive Production: Joe Croson
Interactive Producer: Mo Twine
Designers: Jason Merenda, Jessica Andrew, Jorge Brake
Production Company: Anonymous Content
Executive Producer: Rick Jarjoura
Line Producer: Betsy Oliver
Director: Tim Godsall
Editing: Arcade Edit
Editor: Greg Scruton
Assistant Editor: Laurel Smoliar
Executive Producer: Sila Soyer
Producer: Joanna Hall
Sound Mix: Sonic Union