In its latest move to showcase the science behind its industrial products, GE today is rolling out a video campaign called "Unimpossible Missions."
Created with BBDO New York, the effort features three videos that aim to debunk popular idioms, such as "a snowball's chance in hell" and "catching lightning in a bottle" -- using technology created in GE's research labs.
The videos, which range from two to three minutes in length, are designed as short, James Bond-style films in which GE scientists conduct experiments to debunk popular expressions that refer to things that are impossible.
In the first video, "A Snowball's Chance in Hell," GE scientists and engineers embark on a mission to create a container that will allow a snowball to survive the closest thing to "hell" -- molten metal that has a temperature over 2,000 degrees Fahrenheit.
The scientists create a 3D printed holder for the snowball, then place it in a vessel made out of a super alloy that is used in jet engines and other equipment in power and aviation. The vessel is then lowered into a vat of molten metal slag, and when it is removed, the snowball is still intact. Copy reading "Imagine the other impossible things we can do" flashes at the end of the video.
In another video, "Catching Lightning in a Bottle," GE scientists create a "bottle" out of a super capacitor, typically used to harness power from sudden bursts of electricity, such as in MRI machines and the third video, "Like Talking to a Wall," debunks the myth that walls can't listen.
"We are always looking for ways to talk about the great work that goes on at GE and marry it with the wonder and awe of science," said Linda Boff, CMO at GE.
"As a brand, we are constantly thinking about what's new and next for the world with our technology, and to mirror that it in our marketing and the way we tell our story," she said. "It is representative of how we think as a company -- it's in our DNA."
Read the full story on Adage.com.