GE Lighting has rebranded its smart home line as Cync and launched a new campaign to show homeowners how connected technology today can make their lives more convenient, comfortable and safe by jumping back through history.
The humorous campaign by L&C for the brand that used to be called C by GE starts with a farmer and his wife in the early 1900s. The man hears a noise and jumps out of bed. The wife uses an out-of-place-and-time indoor camera and flood light to learn that it was just a chicken breaking into the home.
Skip forward to the 1950s and a family is seen using a smart thermostat to stay warm in the winter.
Jump ahead to the 1980s and a couple of women in very Jane Fonda-like workout gear are doing a routine to a VHS tape, when one woman decides that the room could use a little disco mood lighting powered by the Cync app.
All three spots end with the tagline “Back then, it would have been magical. Now, it’s just practical.”
“Our goal was to find a way to connect with consumers’ needs around safety, comfort and convenience that the Cync smart home family of products could solve,” said Rochelle Hartigan, marketing director, GE Lighting, in a statement. “This campaign concept provided a clever way to remind the audience of the long-time relationship with the GE brand while causing them to wonder how they ever lived without the Cync smart home system.”
“The well-known GE brand is the perfect vehicle to emphasize the practicality and ease of the new CYNC smart home products,” Gian Carlo Lanfranco, CCO and co-founder of L&C, formerly known as Lanfranco & Cordova, said in a statement. “Consumers have a fond association with this brand, and the campaign plays off the trust people have in GE in an entertaining, relatable way.”
The films were shot by The Colony’s David Gaddie.
Client: GE Lighting, a Savant company
Marketing Director: Rochelle Hartigan
CYNC App Product Manager: Danielle Shrider
Brand Public Relations: Mary Ann Milo
Brand Consultant: Katharine Ricci
Agency: L&C New York
Chief Creative Officers: Rolando Cordova / Gian Carlo Lanfranco
Managing Director: Tara Levine
Copywriter: Ana Lins / Greg Collins / Gian Carlo Lanfranco
Art Director: Rolando Cordova / Ana Lins
Executive Producer: Camden Elizabeth / Oscar Thomas
Consumer Insights & Strategy: Rachel Eden
Head of Innovation: Jayson Fittipaldi
Production Company: The Colony / Open Flame
Director: David Gaddie
Executive Producer: Andrew Swee
Line Producer: Mark Krumper
Production Designer: JT Camp
Post Production / VFX / Edit / Color: Afterparty VFX
Post Producer: Joe Durkin
Editor: JP Cadaveira
Colorist: Anastasia Cipolla
Motion Graphics Designer: Shruti Ashok
VFX: Brendan Fitzgerald
Assistant Editor: Kogan Lee
Music + Sound: Squeak E. Clean Studios
Senior Sound Designer + Mixer: Stuart St. Vincent Welch
Senior Post Producer: Angelina Phengphong