We've seen plenty of ads that use kids to illustrate the power—and limits—of technology. But rarely does it translate in a way that doesn't seem hokey or freakishly dystopian.
GE and BBDO are on a roll lately, making some of advertising's more conceptually profound spots. But their latest collaboration is one of the year's most poignant. In "The Boy Who Beeps," we follow the life of a child who has an unusual birth defect—instead of normal human speech, he emits a robot-like language and communicates more effectively with machines than people.
GE argues that this is perhaps more of an advantage than a handicap, as emphasized by the on-screen line at the end.
Perhaps advertising's sequel to "Her," the spot subtly creates a reality that could go down a subversive path. Instead it weaves today's languages, human and machine, into a charming scenario to which many in our industrial society can relate, despite the bizarre premise.
You have to wonder why Mom was fooling around with the modem, though.
CREDITS
Client: GE
Spot: "The Boy Who Beeps"
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
CD/Copywriter: Tim Roan
ACD/Art Director: Lance Vining
Director of Integrated Production: David Rolfe
Executive Producer: Diane Hill
Producer: George Sholley
Junior Producer: Sasha White
Head of Music Production: Rani Vaz
Executive Music Producer: John Melillo
Production Company: Park Pictures
Executive Producer/Owner: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
Executive Producer and Line Producer: Caroline Kousidonis
Director: Lance Acord