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GE kicks off ad campaign

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New York—General Electric Co. has debuted an integrated campaign called “Campaign GE” designed to highlight the company’s employees and the value of manufacturing in the U.S.

The campaign, developed by BBDO New York, includes TV, radio and online. The budget was undisclosed.

“Campaign GE” follows up on a speech delivered last month by GE Chairman-CEO Jeff Immelt, discussing the company’s commitment to creating high-value jobs in the U.S.

A TV spot, called “Wrench,” features employees from GE’s aircraft engines, health care and wind businesses, and aims to humanize the GE manufacturing story.

The campaign also includes rich media ads that showcase GE employees who build aircraft engines.

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