BBDO New York launched a new campaign for GE Appliances, following the company’s sale to Chinese appliance conglomerate Haier for around $5.4 billion last year, entitled “Good Things, For Life.”
The campaign is centered around a trio of 30-second broadcast spots featuring the tagline, which a press release cites as “a nod to the company’s past and a look toward the future.”
Each of the spots aims for everyday humor while also touting technical innovations like voice activation via Amazon’s Alexa and a fridge with a Keurig brewing system. In “All Elbows,” for example, a busy mom with food-covered hands pre-heats the oven while picking up the bottles her children just threw (with her elbows).
Another spot showcases voice activation and the Keurig brewing system with a look at a “Fish Funeral,” while a third shows a wife thankful for what is jokingly referred to as an “Eew removal features” after she discovers her husband using a salad fork as a back scratchers.
“We’ve been perceived as a trusted brand for decades, but we need to continue to stay relevant and top of mind with shoppers,” GE Appliances chief marketing officer Rick Hasselbeck explained in a statement. “We believe people will connect with the refreshingly honest, real-life humor in the campaign, because, let’s face it, real life is funny.”
The first of the three spots made its broadcast debut yesterday during the Billboard Music Awards and the campaign’s media buy also includes broadcast slots during the finale of NBC’s The Voice and the premieres of ABC’s Dancing with the Stars and The Bachelorette.
Hasselbeck expects the campaign’s tagline to be long-lived, stating, “We take the ‘good things, for life’ tagline to heart and, much like our products, it’s one we want to endure for years to come.”