GE Outwits Star Trek's Sulu in New 'Brilliant Enterprise' Spot

Latest in BBDO New York's 'Brilliant Machines' Campaign Shows Brand's Ability to Maximize Resources

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Captain Kirk should consider making GE part of the U.S.S. Enterprise crew, given the brand's performance in this new spot out of its "Brililant Machines" campaign out of BBDO, New York. Directed by David Gordon Green of Chelsea Pictures, the new spot stars (modern day) Star Trek's Sulu, played by actor John Cho, who fails to jigger the ship's failing thrusters into working order. But then a random crew member, with the help of GE technology, steps in to save the day -- making the point that GE's technology can help maximize resources even in th trickiest of situations.

The launch of the new spot comes a year after the brand debuted its "Brilliant Machines," campaign, which also starred famous pop culture machines

Also part of the campaign, GE has partnered with the TaskRabbit outsourcing marketplace to show how it can help others maximize their resources. From October 9 through 13 in New York and San Francisco, the brand will turn TaskRabbits into "Trek Rabbits" who perform their duties at "warp speed."

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Oct 07, 2013
BBDO New York
David Gordon Green
Production Company:
Chelsea Pictures
David Lubars
Senior Creative Director:
Eric Cosper
Senior Creative Director:
Michael Aimette
Group Executive Producer:
Anthony Nelson
George Sholley
Judd Counsell
Art Director:
Anne Lac
Director of Music and Radio Production:
Rani Vaz
David Gordon Green
Director of Photography:
Simon Duggan
Production Designer:
Dale Thaw
Music House:
Edit House:
MacKenzie Cutler
Ian MacKenzie
Visual Effects House:
Audio Mix:
Sonic Union
Michael Marinelli
Production Company:
Chelsea Pictures
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