General Electric: Measure

The mysteries of the human spirit.

Published on Jul 27, 2012

Editor's Pick

New work from BBDO New York for General Electric's Olympics campaign includes this anthemic spot that continues the brand's "GE Works" campaign. The spot is somewhat similar to the company's Super Bowl spots, which stood out because they were so different from other football work, and focuses on GE's imaging technology, which lets researchers unearth unbelievably complicated information about the human body. But of course, this is the Olympics, so we can't get too technical. The spot ends with the tagline that while they do know so much about the body, they're "still amazed with the human spirit." Ah, good old-fashioned emotion. Skunk's John Hillcoat directs.

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Jul 27, 2012
BBDO New York
Chief Creative Officer:
David Lubars
General Electric
Senior Creative Director/Art Director:
Eric Cosper
Senior Creative Director:
Michael Aimette
Director, Content:
Regina Ebel
George Sholley
Creative Director/ Copywriter:
Tim Roan
Creative Director, Art Director:
Kevin Jordan
Music Producer:
Rani Vaz
Production Company:
John Hillcoat
Director, Photography:
Benoit Delhomme
Music House:
Edit House:
Rock Paper Scissors
Adam Pertofsky
Visual Effects House:
The Mill

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