GE has been doing a lot of poignant ads through BBDO New York lately—the dreamy fantasy world of "Childlike Imagination" (an Emmy nominee this year); the haunting dystopia of "Ideas Are Scary"; the adorably odd science fiction of "The Boy Who Beeps."
So, obviously it was time to completely change things up—and hire Tim & Eric (aka, Tim Heidecker and Eric Wareheim) to direct a barely clothed but great-haired Jeff Goldblum in this totally bonkers fake infomercial for the GE Link lighting solutions.
It's kind of all over the map, but the two-minute spot has lots of enjoyable over-the-top moments—particularly the peppy transitions from super-suave Goldblum to the "unremarkable nobodies" who deliver the testimonials.
A fake infomercial isn't the route you'd typically choose for explaining new technology like GE Link. But this seems to be more of an awareness play. We'll find out later whether it really does make everyone look like a cocky, raven-haired movie actor.
Spot: "Enhance Your Lighting"
Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
Associate Creative Director, Art Director: Anne Lac
Associate Creative Director, Copywriter: Judd Counsell
Group Executive Producer: Anthony Nelson
Senior Integrated Content Producer: Darbi Fretwell
BBDO Music Producer: Rani Vaz
Worldwide Senior Director: Brandon Fowler
Senior Director: Peter McCallum
Account Managers: Gabriela Benitez, Sam White
Assistant Account Executive: David Slifer
Production Company: PrettyBird
Director: Tim and Eric
Director of Photography: Andrew Wheeler
Line Producer: Hillary Calhoun
Postproduction Company: Prettybird
Editor: Kyle Brown
Assistant Editor: Joe Carugati
Executive Producer: Kerstin Emhoff
Producer: Karl Reid
Visual Effects, Animation: Makana Sylva
Additional Visual Effects: Skulley VFX
Music, Sound Design: Beacon Street
Mix House: Heard City
Mixer: Cory Melious
Graphic Designer: Anthony Madlangbayan
Telecine: Company 3
Colorist: Tom Poole