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Conceived By BBDO, “What Matters” Campaign Explains Why GE Innovates

Created by BBDO New York, GE runs new spots, entitled “What Matters”, during NBC’s broadcast of the Winter Olympic Games this year.

Whenever a story begins, there are two sides of it…

GE and BBDO creatively make it simple to understand why General Electric has been bringing new technologies into our lives and what matters to the company at the end: making things easier for us.

“Technology is how we do things. People are why we do things”. This is the slogan that we read at the end of each spot.

“What Matters” campaign consists of three spots, each telling the different effects of GE’s technologies such as aviation, healthcare and power innovation, on people’s lives.

While we see a grateful mother and her husband whose baby was born five weeks early in one of the spots, we watch the happy grandma who will be able to watch her grandson’s school play and a school boy who can do his homework thanks to the innovations that GE brought into their worlds, in the other ones.



Michael Aimette, executive creative director at BBDO New York, said:

More important than the things GE does are the reasons they do them, and that’s to create personal outcomes that are important to us. The creative team found a great tension in pointing out that people-all of us—probably aren’t all that interested in how GE does the amazing things that they do.

What we do care about is how all that stuff makes a difference in our lives. So we set out to tell very simple stories that everyone can relate to, and illustrate how GE stands for something greater than the sum of its innovations.

Here are the 30-second videos of “What Matters” campaign:

You can also see the anthem version that includes all three scenarios below:

All the spots of “What Matters” were directed by Todd Field via production house Smuggler.

For a company with complex businesses, it’s hard to create a tangible story that touches everyone’s heart, yet, General Electric has already showed it.

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