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Happy Inventors Day! To celebrate, GE has launched a series of films that bring good things to life with a bold new attitude.
Created by BBDO, the videos send GE engineers on "Unimpossible Missions" designed to highlight the company's problem-solving skills and the breadth of its cutting-edge technology.
"There's a whole branch of idioms called 'idioms of improbability' that describe things that are impossible or unlikely to occur," Michael Aimette, executive creative director at BBDO, tells Adweek.