Everyone Wants to Work for GE in BBDO New York’s New ‘Owen’ Campaign

By Erik Oster 

BBDO New York is launching a follow-up to last Septmeber’s “What’s the Matter with Owen?” recruitment campaign.

While the previous campaign saw Owen, a young GE programmer/developer, struggling to explain to friends and families what exactly he does for a living, this time around “The world is catching up with Owen” and everyone wants a job at GE. The evolution in the campaign’s conceit mirrors, to an extent, real life developments as, according to a press release, “What’s the Matter with Owen?” resulted in an increase in resume submission that surpassed expectations. In “Ambush” a friend just happens to run into Owen and drops his resume, along with twenty dollars, on the ground. His not-so-subtle attempts at bribery continue throughout the spot, as the guy is obviously pretty desperate for a job at GE. Two other spots are a little less down-to-earth, featuring a BrainDrone and an fantastical creature who wants to work for the company. Each ad makes sure to refer to GE as a digital industrial company, a designation the company hopes will continue to attract young talent. The spots made their first appearance online today and will make their broadcast debut during ABC’s telecast of the Academy Awards (and preceding Red Carpet coverage).

Agency: BBDO New York
Client: GE

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

Senior Director: Brandon Fowler
Account Director: Tessa Cosenza
Account Manager: Will Langenberg

Production Company: O Positive
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
Producer: Devon Clark
Director: Kenny Herzog

Editorial: Arcade Edit
Editor: Will Hasell
Executive Producer: Sila Soyer
Producer: Adam Becht

Sound Mix: Sonic Union