GE - "Fishing (45 sec)"

BBDO New York

BBDO New York New York, United States

Awards

6603

This ad is part of the ACT Responsible Collection

Brand: GE
Country: United States

Advertiser: General Electric Company

Title	Fishing (45 sec)
Agency	BBDO New York
Campaign	Fishing (45 sec)
Advertiser	General Electric Company
Brand	GE
Date of First Broadcast/Publication	2007 / 1
Product	ecomagination.com
Business Sector	Energy Production, Raw Materials & Minerals
Tagline	imagination at work
Story	This campaign broke with “Frog”, an umbrella spot highlighting GE’s key global stories for 2007 (water desalination, wind energy, solar energy, cleaner coal). Three individual product focused ads followed: • “Fishing” takes place on a Norwegian fishing boat where fishermen are catching fresh bottled drinking water, instead of fish (highlighting the capabilities of GE’s water purification technologies). • “Jar” follows a young boy on his adventure to literally capture the wind and put it to good use (comparing that scenario to GE’s wind turbines that provide free and renewable energy) • “Run” shows a big chunk of coal running through the city streets and country roads with crowds of people joining behind (to show everyone can get on board with GE’s cleaner more efficient way to generate power).
Philosophy	By distilling the complex product stories down to a singular benefit, we were able to create simple yet compelling commercials that focus on the issue in a more positive, clever tone.
Problem	Communicate that GE is a company dedicated to turning imaginative ideas into leading products and services that help solve some of the world’s toughest problems.
Result	N/A
Media Type	Television
Length	45 seconds
Market	United States
Agency Producer	Maria Amato
Creative Director	Bill Bruce
Agency Producer	Regina Ebel
Art Director	John Leu
Agency Producer	Filomena Lovecchio
Creative Director	David Lubars
Copywriter	Brad Roseberry
Creative Director	Don Schneider
Agency Producer	Amy Wertheimer