GE Humanizes Its Technology in 'What Matters' Campaign From BBDO

Focusing on the how, but also the why


General Electric will help you do homework, get you to your grandson’s school play on time, and even ensure your preemie baby girl arrives home safely.

Such intimate applications of the company’s products and services are on display in BBDO’s “What Matters” campaign, which explores GE’s innovations across aviation, healthcare and power generation. Asserting that “Technology is how we do things. People are why we do things,” the spots broke during NBC’s coverage of the Winter Olympics in PyeongChang, South Korea.

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