GE debuts ‘One Second Theater’

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New York—General Electric Co. this week debuted “One Second Theater,” a groundbreaking ad campaign designed for digital video recorder users.

During an ad for GE’s “ecomagination” campaign, which began running Monday, users with DVRs can pause the commercial at a designated spot to see behind-the-scenes content, including the making of the “Dancing Elephant” spot.

GE’s “One Second Theater” was created by BBDO New York.

It is designed to create a more interactive experience for customers, according to GE. The campaign also features an online component.

The budget was undisclosed.

—Kate Maddox

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