General Electric ‘Reveals’ New Effort

General Electric this week is breaking a TV, print and radio campaign for GE Reveal, a new line of light bulbs, which promise to deliver a crisper, cleaner light, according to the company.

In an inaugural TV spot, two babies are shown playing as the clear white lighting from Reveal is contrasted with other lighting, which looks yellow. GE will also host a sweepstakes on GEreveal.com offering four $25,000 home makeovers and other prizes.

BBDO, New York, handles. The budget for the effort was not disclosed.