GE Releases Olympics Campaign, ‘GE Works’

By Bob Marshall 

Tonight marks the opening ceremonies of the XXX Olympiad in London, England. Directed by British filmmaker Danny Boyle (Trainspotting, 28 Days Later, Slumdog Millionaire, etc.), the event (which will reportedly feature farm animals) is expected to be watched by 1 billion people worldwide. In other words, if a bunch of doves get torched during the lighting of the Olympic Cauldron, it will be very, very awkward.

Similar to the competing athletes, the games are an opportunity for brands to internationally showcase their abilities in a myriad of ways. GE, owner of United States Olympics TV broadcaster NBC, is no exception. Over the weekend, GE is launching three TV spots as part of the brand’s “GE Works” campaign by BBDO NY. The first spot, “Measure” (above), is an anthemic decree by the brand that highlights how GE’s advanced imaging technology helps athletes learn more about their bodies. However, the other two spots take a turn for the emotional.


Though “Homerton” is just one of many Olympics spots we’re expecting will feature babies and children, it doesn’t lessen the impact of seeing a helpless little infant with medical abnormalities. The games are a time for triumphing over life’s challenges and, of course, the resulting emotional impact. Those who intend to watch an lot of Olympic competition over the next few weeks should come prepared with tissues, a tub of ice cream, and a copy of Harry and the Hendersons to watch when it gets to be a little too overwhelming. Watch the third spot, “Darius,” that follows a young baseball player with heart defects, and view credits after the jump.

Chief Creative Officer: David Lubars
Sr. Creative Director/Art Director: Eric Cosper
Sr. Creative Director: Michael Aimette
Director of Content: Regina Ebel
Producer: George Sholley
Music Producer: Rani Vaz
Creative Director/Copywriter: Tim Roan
Creative Director/Art Director: Kevin Jordan

Production Company: SKUNK
Director: John Hillcoat
Director of Photography: Benoit Delhomme

“Homerton” and “Darius”
Production Company: Anonymous Content
Director: Brett Morgen
Director of Photography: Ottar Gunderson