BBDO New York’s latest offering for GE continues to celebrate innovation, but marks a stylistic departure from the agency’s recent work.
While “What Would Happen” and “Childlike Imagination” looked at innovation with a sense of childlike wonder, “Ideas” takes a sharp sidestep, personifying those ideas and focusing on how they often emerge as “rough around the edges” but grow into something beautiful. (Unlike the earlier ads, this one is directed at young aspiring engineers and intended to run primarily online.)
In the 60-second online spot, ideas are presented as an odd-looking creature that looks like something that could have crawled out of the reject pile at Jim Henson’s workshop.
Starting from birth, we follow an idea as it has a rough time of things. Continually facing rejection, it resorts to sleeping on the streets until it is finally taken in by GE. “Ideas are scary, and messy, and fragile,” says a voiceover, “But under the proper care, they become something beautiful,” and then we see the fully-transformed idea, followed by the “Imagination at work” tagline.