Hasta La Creative!

BBDO New York launched a new spot for GE about the benefits of seeing things from a different perspective, entitled “Time Upon A Once”

“Time upon a once, people approached problems the way same,” says a man exiting an elevator at the start of the ad, introducing the backwards-talking schtick that sticks around for the rest of the spot. While it makes for some awkward and distracting dialogue, the approach also allows for some interesting visual tricks, such as when the man appears to shrink walking down a hallway after the line “improvements small.” It follows in the same vein as previous spots for GE, celebrating innovation, imagination and ingenuity, and ending with the tagline, “New solutions turn big companies into fast companies.” It’s an interesting addition for GE, falling somewhere between the lighthearted “Invention Donkey” and BBDO New York’s work for the brand last year. “Time Upon A Once” will make its debut tomorrow during the Tomorrowland premiere and will run during showings of the movie until the end of June. It will also run on broadcast and online until the end of the year.

Credits:

Agency: BBDO New York
Client: GE
Spot: “Time Upon a Once”

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
Creative Director/Copywriter: Tim Roan
Creative Director/Copywriter: Levi Slavin
Director of Integrated Production: David Rolfe
Group Executive Producer: Diane Hill
Executive Producer: George Sholley
Head of Music Production: Rani Vaz

Worldwide Senior Director: Brandon Fowler
Senior Director: Peter McCallum
Account Director: Lindsey Conklin
Assistant Account Executive: Joslyn Dunn
Group Planning Director: Tom Naughton

Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Executive Producer: Shawn Lacy
Executive Producer: Colleen O’Donnell
Executive Producer: Holly Vega
Line Producer: Vincent Landay

Editorial: Rock Paper Scissors
Executive Producer: Eve Kornblum
Post Producer: Jen Milano
Editor: Mikkel E.G. Nielsen

Visual Effects: A52
Executive Producer:  Patrick Nugent
Producer:  Heather Johann
VFX Supervisor: Andy Rafael Barrios

Mix House: Heard City
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awn
Sound Design/Mixer: Mike Vitacco
Mixer: Keith Reynaud

Music: The Ski Team
Composers: The Ski Team

Animation: Renegade Animation

GE has been doing a lot of poignant ads through BBDO New York lately—the dreamy fantasy world of “Childlike Imagination” (an Emmy nominee this year); the haunting dystopia of “Ideas Are Scary”; the adorably odd science fiction of “The Boy Who Beeps.”

So, obviously it was time to completely change things up—and hire Tim & Eric (aka, Tim Heidecker and Eric Wareheim) to direct a barely clothed but great-haired Jeff Goldblum in this totally bonkers fake infomercial for the GE Link lighting solutions.

It’s kind of all over the map, but the two-minute spot has lots of enjoyable over-the-top moments—particularly the peppy transitions from super-suave Goldblum to the “unremarkable nobodies” who deliver the testimonials.

A fake infomercial isn’t the route you’d typically choose for explaining new technology like GE Link. But this seems to be more of an awareness play. We’ll find out later whether it really does make everyone look like a cocky, raven-haired movie actor.

David Lubars is Chief Creative Officer of BBDO in New York.

Therefore, it is safe to conclude BBDO/NY will consistently make beautiful work.

Shot documentary-style by Greenpoint Pictures’ directorial duo The Hudson Dusters, the films capture real, inspirational stories from places around the globe where GE technology is truly making a difference.

The films are running online in GE markets all around the world, and further stories will be rolled out throughout the year.

Previously on AdPulp: Brands Use Instagram to Paint 1000 Words

The post BBDO/NY Rolls Film, Presents GE’s Technology As A Service To Humanity appeared first on AdPulp.

GE generally does a good job of telling stories around technology that's diverse and specialized. A new collection of two-minute spots from BBDO New York is no exception.

There are three videos in the series so far, all beautifully shot and edited. One introduces a jet-skiing Japanese doctor who uses the brand's portable medical equipment to tend to patients on the country's islands.

A second interviews the inhabitants of another island halfway around the world, in Scotland, that gets power from underwater turbines made by GE. The third features a young boy in China taking his first flight to meet his soccer heroes, thanks to GE's jet technology.

The ads are a little heavy-handed in their sentimentality at moments and could probably accomplish the same thing in a smaller window, but the slower pacing isn't altogether unpleasant. They also aren't quite as inventive as the brand's recent, trippy spot that envisioned some of the same products through the eyes of a child.

But they do have the narrative appeal and human element that was missing from the clips of GE's research lab equipment smashing random objects, or the the shipping container dance that the brand choreographed. The global scope also brings to mind IBM's recent 60-commercial opus for the Masters, but with a somewhat less granular, more humble approach not aimed at proving that the brand is in fact everywhere at once—though it's still easy to imagine that it is.

CREDITS:

Agency: BBDO, New York
Client: GE                     
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Director: Michael Aimette
Senior Creative Director: Chris Lisick
Group Director of Content Production: Anthony Nelson
Producer: George Sholley
Associate Creative Directors:  Judd Counsell, Lance Vining
Head of Music Production: Rani Vaz
Senior Account Director, Worldwide: Emma Armstrong
Account Director: Katie Hankinson
Account Manager:  Tessa Cosenza
Assistant Account Executive: Joslyn Dunn
Production Company: Greenpoint Pictures
Director: The Hudson Dusters
Director of Photography: Logan Roos
Music House: The Music Bed
Editing, Visual Effects House: Greenpoint Pictures
Editor, "Moon Power in Scotland": Logan Roos
Editor, "Zeng's First Flight": Philip Knowlton
Editor, "Kumiko's First Ultrasound": Philip Knowlton
Sound Design: One Thousand Birds

O inventor do ar condicionado merece um prêmio Nobel da Paz (e um abraço de agradecimento), porém, já faz tempo que esse aparelho responsável por manter nossa sanidade mental em dias quentes merece uma atualização.

Sim, muito foi aperfeiçoado nos últimos anos, mas tudo ainda funciona no esquema controle remoto e suas dezenas de botões mais complicados do que configurar vídeocassete na década de 1980.

Uma parceria do Quirky com a GE apresentou recentemente o Aros, um ar condicionado inteligente, controlado por um aplicativo mobile. A parte do smart vai além dos meros comandos via smartphone, pois a principal proposta é a coleta de dados.

O Aros “aprende” com o tempo, se ajustando automaticamente de acordo com os gostos do usuário e a temperatura lá fora. Também pode ser programado para desligar sozinho, de acordo com a sua localização detectada via GPS.

O aparelho promete utilizar essas informações, inclusive, para auxiliar no controle de gastos de energia. Você pode definir uma verba, e o Aros se controla sozinho para não exceder o montante na conta de eletricidade no fim do mês.

Com entrega prometida pra Maio, custa US$ 300 na Amazon.

Post originalmente publicado no Brainstorm #9
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You may not have known that shipping containers can dance.

To promote GE Transportation, agency The Barbarian Group teamed up with Reuben Wu of British electronic band Ladytron to create a song and video featuring the company's intermodal products—which help choreograph millions of containers of freight being carried by railroads, trucks and boats—at work at the CSX Intermodal Terminal in North Baltimore, Ohio. Wu recorded some of the sounds in the song at the terminal itself, a trick we've already seen applied to athletes by brands like Gillette and Coca-Cola. The GE video, part of its "Brilliant Machines" campaign, though, is basically industrial-grade technophilia, struggling to make freight logistics anything but incredibly boring. At its heart, the idea is a little silly, but the result itself actually ends up being pretty hypnotizing.

It's especially nice given the subject matter. Creating any kind of emotional connection to complex, dull-at-first-blush technology is a perennial problem for GE. This, at least, creates some interest. But its got some pretty stiff competition in machines you didn't know were powered by GE—especially Marty McFly's DeLorean.

A campanha “Brilliant Machines” da GE, lançada em novembro do ano passado contendo dezenas de robôs famosos, acaba de ganhar mais um integrante.

Hugo Weaving reencarna o inesquecível papel de Agente Smith, do clássico “Matrix”, para promover as soluções hospitalares da empresa. Teoricamente, a presença de Smith é pra fazer você se sentir mais tranquilo e seguro dentro de um hospital todo conectado, ainda que pareça estranho confiar sua saúde a um vilão que faria qualquer coisa para te plugar em uma máquina.

De qualquer forma, é uma proposta criativa e ousada para um segmento que muitos entortariam a casa.

A criação é da BBDO New York.

Post originalmente publicado no Brainstorm #9
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Robots on the Move, novo filme da BBDO New York para a GE deve ter mexido com a memória afetiva de muita gente. Nele, vemos um desfile de personagens marcantes da história do cinema e da televisão, que têm em comum a inteligência artificial. Data, de Star Trek: A Próxima Geração, B-9, de Perdidos no Espaço, K.I.T.T., de Supermáquina, e Robby, o Robô, de O Planeta Proibido estão entre os citados na descrição do vídeo, provavelmente os convidados principais.

Todos eles viajam em direção do quartel-general da GE com o objetivo de conhecer em primeira mão a tecnologia que irá tornar as máquinas melhores e mais espertas.

No descritivo não aparece, mas me parece que o fofíssimo Johnny 5, de Curto-Circuito, também faz parte do elenco. Algumas ausências foram sentidas, provavelmente a maior delas seria a de R2D2 e C3PO. E também Hal 9000 (2001), T800 e  T1000 (O Exterminador do Futuro) e Rose (Os Jetsons). De quais robôs você sentiu falta?

Post originalmente publicado no Brainstorm #9
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Há 50 anos, uma “pequenina” invenção mudaria as possibilidades tecnológicas e nossa relação com os equipamentos eletrônicos. Chamada de “lâmpada do futuro”, essa criação está inclusive nas telas retina do seu novo iPad e na TV de alta definição na sua sala.

Estou falando do diodo emissor de luz, o LED (Light Emitting Diode).

Criado por Nick Holonyak, um físico da GE em 1962, o LED inicialmente só emitia luz vermelha, nada dessa diversidade multi-colorida que ilumina casas e cidades atualmente.

No vídeo abaixo, a GE apresenta uma conversa com Holonyak, que hoje tem 83 anos. Além da homenagem pela sua invenção, a empresa coloca em suas mãos uma lâmpada de LED que será lançada em 2013.

Com 27-watts, o novo produto vai substituir as lâmpadas incadescentes de 100-watts, sendo uma alternativa mais eficiente e econômica do que utilizamos hoje.

Legal ver a surpresa de Holonyak com o legado que deixou, concluindo: “Isso não é o fim”.

Post originalmente publicado no Brainstorm #9
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