Creativity

College Grads Are Desperate to Work at GE in Spots to Air During Oscars

Campaign Continues 'Owen' Series by BBDO New York

By Alexandra Jardine. Published on Feb 25, 2016

Editor's Pick

GE's "What the's Matter With Owen?" campaign continues during the Oscars, in new spots from BBDO New York now showing other college graduates vying for a gig at the company. The effort had launched last September targeting grads with late-night comedic spots, and has apparently resulted in a massive increase in resume submissions to the firm.

If you don't know the story about Owen, he's the guy who gets a great new gig as a developer -- but, to the baffled looks of his friends -- it's at GE. The tale continues with those friends now begging him for a job at the company.

One friend sends a ridiculous "Orc-O-Gram" to target Owen at work, while in another spot, an old acquaintance tries deliberately to engineer a chance meeting with Owen on the street. Meanwhile a girl Owen meets a conference hilariously tries to send her resume via brain-drone. The message is that all of these grads are desperate for a job at GE, now they've realized what a cool "digital industrial" company it is.

The campaign, by BBDO New York and directed by O Positive's Kenny Herzog, will launch on Sunday during the Oscars and their preceding Red Carpet special.

Read more about the campaign and hear from GE Global CD Andy Goldberg at Adage.com.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Credits

Date
Feb 25, 2016
Agency:
BBDO New York
Client:
GE
Worldwide Chief Creative Officer:
David Lubars
Chief Creative Officer:
Greg Hahn
Executive Creative Director/Production:
Michael Aimette
Creative Director/ Copywriter:
Judd Counsell
Creative Director, Art Director:
Anne Lac
Executive Producer:
George Sholley
Senior Creative Director:
Brandon Fowler
Account Director:
Tessa Cosenza
Account Manager:
Will Langenberg
Production Company:
O Positive
Director:
Kenny Herzog
Executive Producer:
Ralph Laucella
Executive Producer:
Marc Grill
Producer:
Devon Clark
Editorial:
Arcade Edit
Editor:
Will Hasell
Executive Producer:
Sila Soyer
Producer:
Adam Becht
Sound Mix:
Sonic Union

Need a credit fix? Contact the Creativity Editors

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.