What’s the matter with Owen?

Believe it or not, people are actually excited to work for GE.

It seems GE is taking the “don’t laugh at me, laugh with me” approach to get us to take notice of what it’s doing in the technology space, and it’s working. In these three modest, self-deprecating spots, by BBDO in New York, the behemoth company makes a case for the opportunities it offers young minds. It shows Owen, a fresh-out-of-college internet engineer who just landed a job at GE. But to his dismay, no one really gets what the company does or even cares. “What’s the matter with Owen?” is the brand’s way of supporting its position as a digital industrial company, whether we like it or not.

Via AdWeek


Brand: GE
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
Creative Director, Copywriter: Judd Counsell
Creative Director, Art Director: Anne Lac
Executive Producer: George Sholley
Producer: Theresa Reyes
Global Director: Brandon Fowler
Account Director: Lindsey Cash
Account Executive: Will Langenberg
Associate Director of Interactive Production: Joe Croson
Interactive Producer: Mo Twine
Designers: Jason Merenda, Jessica Andrew, Jorge Brake
Production Company: Anonymous Content
Executive Producer: Rick Jarjoura
Line Producer: Betsy Oliver
Director: Tim Godsall
Editing: Arcade Edit
Editor: Greg Scruton
Assistant Editor: Laurel Smoliar
Executive Producer: Sila Soyer
Producer: Joanna Hall
Sound Mix: Sonic Union