Dieste Harmel Translates GE's 'Imagination'

DALLAS Dieste Harmel & Partners’ first work for General Electric will be a Spanish-language translation of the company’s “Imagination at work” general-market campaign from BBDO, the client said.

Though the voiceovers and onscreen copy in the three television spots will be in Spanish, the “Imagination at work” tag will be spoken in English to maintain “global brand consistency,” client spokesperson Jonathan Klein said. GE launched its $100 million “Imagination at work” campaign in January 2003.

In one ad, canine television and film star Lassie uses superpower moves like those seen in The Matrix to scare off a cougar and represent GE’s Security Technologies.

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