Jeff Goldblum Is Out of His Mind in Tim & Eric’s Loony Ad for GE Lighting

Brand does a 180 with fake infomercial

Headshot of Tim Nudd

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.

Credits below.


Client: GE

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

@nudd Tim Nudd is a former creative editor of Adweek.