Ad of the Day: GE

The human body and human spirit tag team in BBDO's Olympic campaign

There's a sweet spot in Olympic advertising where the strength of the human body and endurance of the human spirit are both illustrated memorably, and equally. This new work for GE, a worldwide Olympic partner, from BBDO in New York largely achieves that balance—and will place among the more accomplished feel-good spots of the London Games.

Three new spots continue the "GE Works" platform introduced earlier this year. The first is an anthemic spot, fast-paced and thrilling, focused on how GE's advanced imaging technology reveals so much about how the body works mechanically—allowing humans to pursue something much more otherworldly. "There's so much we know about the human body," says the voiceover from a GE employee. "But we're still amazed by the human spirit."

The other two spots are documentary style. One is about the neonatal intensive care unit at a hospital in East London, where GE technology helps doctors care for premature babies. The other introduces a high-school athlete named Darius who was diagnosed early (using GE technology) with a rare life-threatening heart defect. He faced the prospect of never playing sports again, but with careful monitoring, he can still play play baseball.

The creative approach is hardly revolutionary, but the spots are solidly produced—and merge the physical and the emotional in an expert way, fitting seamlessly with the content they sponsor. Look for all three spots this weekend during NBC's Olympic telecast.



CREDITS

Spot: "Measure"

Agency: BBDO, New York

Client: GE

Chief Creative Officer: David Lubars

Senior Creative Director, Art Director: Eric Cosper

Senior Creative Director: Michael Aimette

Director of Content: Regina Ebel

Producer: George Sholley

Creative Director, Copywriter: Tim Roan

Creative Director, Art Director: Kevin Jordan

Music Producer: Rani Vaz

Production Company: Skunk

Director: John Hillcoat

Director of Photography: Benoit Delhomme

Music House: Human

Edit House: Rock, Paper, Scissors

Editor: Adam Pertofsky

Visual Effects: The Mill, VFX

Audio Mix: Michael Marinelli, Sonic Union

Spot: "Homerton"

Agency: BBDO, New York

Client: GE

Chief Creative Officer: David Lubars

Senior Creative Director, Art Director: Eric Cosper

Senior Creative Director, Copywriter: Michael Aimette

Director of Content: Regina Ebel

Producer: George Sholley

Music Producer: Rani Vaz

Production Company: Anonymous Content

Director: Brett Morgen

Director of Photography: Ottar Gunderson

Edit House: Crew Cuts

Editor: David Cornman

Audio Mix: Michael Marinelli, Sonic Union

Colorist: Chris Ryan, Nice Shoes

Spot: "Darius"

Agency: BBDO, New York

Client: GE

Chief Creative Officer: David Lubars

Senior Creative Director, Art Director: Eric Cosper

Senior Creative Director, Copywriter: Michael Aimette

Director of Content: Regina Ebel

Producer: George Sholley

Music Producer: Rani Vaz

Production Company: Anonymous Content

Director: Brett Morgen

Director of Photography: Ottar Gunderson

Edit House: Crew Cuts

Editor: Matt Shapiro

Audio Mix: Michael Marinelli, Sonic Union

Colorist: Chris Ryan, Nice Shoes