BBDO NY Has Some ‘Ideas’ for GE

By Erik Oster 

BBDO New York’s latest offering for GE continues to celebrate innovation, but marks a stylistic departure from the agency’s recent work.

While “What Would Happen” and “Childlike Imagination” looked at innovation with a sense of childlike wonder, “Ideas” takes a sharp sidestep, personifying those ideas and focusing on how they often emerge as “rough around the edges” but grow into something beautiful. (Unlike the earlier ads, this one is directed at young aspiring engineers and intended to run primarily online.)


In the 60-second online spot, ideas are presented as an odd-looking creature that looks like something that could have crawled out of the reject pile at Jim Henson’s workshop.

Starting from birth, we follow an idea as it has a rough time of things. Continually facing rejection, it resorts to sleeping on the streets until it is finally taken in by GE. “Ideas are scary, and messy, and fragile,” says a voiceover, “But under the proper care, they become something beautiful,” and then we see the fully-transformed idea, followed by the “Imagination at work” tagline.


Agency: BBDO New York

Client: GE

Title: “Ideas”


Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Copywriter: Greg Hahn

Executive Creative Director: Michael Aimette

Supervising Art Director: Ralph Watson

Supervising Art Director: Matt Vescovo

Executive Producer: Diane Hill

Head of Music Production: Rani Vaz


Worldwide Senior Account Director: Brandon Fowler

Senior Account Director: Peter McCallum

Account Manager: Gabriela Benitez


Production Company: Biscuit Filmworks

Director: Noam Murro

Director of Photography: Eric Schmidt

Line Producer: Jay Veal


Editorial Company: Rock Paper Scissors

Editor: Stewart Reeves

Assistant Editor: Luke McIntosh

Producer: Melanie Gagliano


Puppets: Legacy EFX

Chief of Design: Alan Scott

Visual Effects: Method Studios

Producer: Pip Malone


Music/Sound Design: Emoto

Composer: Steve Hampton


Mix House: Heard City

Mixer: Keith Reynaud