There's a sweet spot in Olympic advertising where the strength of the human body and endurance of the human spirit are both illustrated memorably, and equally. This new work for GE, a worldwide Olympic partner, from BBDO in New York largely achieves that balance—and will place among the more accomplished feel-good spots of the London Games.
Three new spots continue the "GE Works" platform introduced earlier this year. The first is an anthemic spot, fast-paced and thrilling, focused on how GE's advanced imaging technology reveals so much about how the body works mechanically—allowing humans to pursue something much more otherworldly. "There's so much we know about the human body," says the voiceover from a GE employee. "But we're still amazed by the human spirit."
The other two spots are documentary style. One is about the neonatal intensive care unit at a hospital in East London, where GE technology helps doctors care for premature babies. The other introduces a high-school athlete named Darius who was diagnosed early (using GE technology) with a rare life-threatening heart defect. He faced the prospect of never playing sports again, but with careful monitoring, he can still play play baseball.
The creative approach is hardly revolutionary, but the spots are solidly produced—and merge the physical and the emotional in an expert way, fitting seamlessly with the content they sponsor. Look for all three spots this weekend during NBC's Olympic telecast.
CREDITS
Spot: "Measure"
Agency: BBDO, New York
Client: GE
Chief Creative Officer: David Lubars
Senior Creative Director, Art Director: Eric Cosper
Senior Creative Director: Michael Aimette
Director of Content: Regina Ebel
Producer: George Sholley
Creative Director, Copywriter: Tim Roan
Creative Director, Art Director: Kevin Jordan
Music Producer: Rani Vaz
Production Company: Skunk
Director: John Hillcoat
Director of Photography: Benoit Delhomme
Music House: Human
Edit House: Rock, Paper, Scissors
Editor: Adam Pertofsky
Visual Effects: The Mill, VFX
Audio Mix: Michael Marinelli, Sonic Union
Spot: "Homerton"
Agency: BBDO, New York
Client: GE
Chief Creative Officer: David Lubars
Senior Creative Director, Art Director: Eric Cosper
Senior Creative Director, Copywriter: Michael Aimette
Director of Content: Regina Ebel
Producer: George Sholley
Music Producer: Rani Vaz
Production Company: Anonymous Content
Director: Brett Morgen
Director of Photography: Ottar Gunderson
Edit House: Crew Cuts
Editor: David Cornman
Audio Mix: Michael Marinelli, Sonic Union
Colorist: Chris Ryan, Nice Shoes
Spot: "Darius"
Agency: BBDO, New York
Client: GE
Chief Creative Officer: David Lubars
Senior Creative Director, Art Director: Eric Cosper
Senior Creative Director, Copywriter: Michael Aimette
Director of Content: Regina Ebel
Producer: George Sholley
Music Producer: Rani Vaz
Production Company: Anonymous Content
Director: Brett Morgen
Director of Photography: Ottar Gunderson
Edit House: Crew Cuts
Editor: Matt Shapiro
Audio Mix: Michael Marinelli, Sonic Union
Colorist: Chris Ryan, Nice Shoes