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GE Beautifully Connects Its Technology With Humanity

Steve Hall on May 9, 2014 at 12:25 pm

GE has always done a great job bringing personality to its technology by showing how it affects the lives of those who depend on it. A new series of videos from BBDO New York shares how the brand’s technology makes things possible.

In one video, Kumiko’s First Ultrasound, we learn the story of a Japanese doctor who travels from island to island on a jet ski to care for patients. One such patient is a pregnant woman who gets an ultrasound because GE makes a device that is small enough for the doctor to carry in a backpack.

In a second video, we learn about life in Scotland’s Orkney Islands, where the sea and tides and the weather greatly affect how islanders go about their daily life and how they view life in general. And we learn how the island is powered by undersea turbines that generate power from the tides.

And in a third video, we meet Zeng, a boy who has never flown before and is on his way to an elite soccer camp. This one’s not quite as powerful as the other two but it does share the wonder of first flight.

Rather than focusing on the technological benefits of GE’s advancements, the work makes a deeper connection by relating how its technology fits into and betters the lives of those around it.