Millie Dresselhaus, the first woman to win the National Medal of Science in Engineering, is treated like a Kardashian—photographed, celebrated, followed—in BBDO’s new campaign for GE. The 60-second spot is part of GE’s audacious plan to employ 20,000 women in STEM roles by 2020 and to have 50/50 gender representation in its technical entry-level programs by the same time.
