GE is rolling out a new campaign—”What Matters”—that updates its “GE Works” theme to show the impact of its tech innovations on everyday life and on the aviation, healthcare and energy industries.
The campaign (by BBDO) touches on how the industrial giant powers a multitude of things that enable people to focus on what matters most to them—and not on the infrastructure, logistics and tech-driven wonders that let us live our lives blissfully unaware of what it takes to make things work.
The voiceover is by the director, Todd Field, and the tagline: “Technology is how we do things. People are why we do things.”
Check out the campaign’s spots, which are timed to the Olympics on NBC, and copy below:
Technology is how we do things. People are why we do things.
GE imagines things others don’t, builds things others can’t and delivers outcomes that make the world work better. GE brings together the physical and digital worlds in ways no other company can. In its labs and factories and on the ground with customers, GE is inventing the next industrial era to move, power, build and cure the world.
GE works on things that matter. The best people and the best technologies taking on the toughest challenges. Finding solutions in energy, health and home, transportation and finance. Building, powering, moving and curing the world. Not just imagining—doing. GE works.
“What Matters Is That Her Daughter Is Coming Home” — How GE’s technology is helping bring a premature baby home to her family, with a spot about her mother: “She doesn’t care about our amazing creations. She’s more focused on hers.”
“What Matters Is That He Has Homework To Do” — How GE’s technology helps a student in India get home safely and have a bright today and tomorrow: “He doesn’t care that we power a third of the planet. He just wants to do his geography homework.”
“What Matters Is Her Grandson’s School Play” — How GE engines enable the plane that’s taking a grandmother to make it to the school play on time (with an assist from 3D-printed parts such as jet engine fuel nozzles): “She doesn’t care that a plane powered by our technology takes off every two seconds. She just cares that her grandson is waiting.”