Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


GE rolls out employee-focused campaign

By Published on .

Most Popular

Immelt, who is serving on President Barack Obama’s Economic Recovery Advisory Board, discussed GE’s commitment to driving innovation that will help the economy through its investment in R&D. He said the company aims to create high-quality jobs in industries such as clean energy and health care.

The new ads, which are part of GE’s broader “Imagination at Work” effort, feature company employees in a variety of manufacturing jobs.

A TV spot called “Wrench” shows workers from GE’s aircraft engine, health care and wind turbine businesses.

As they pass a wrench around, voiceover says, “From designing some of the world’s cleanest and most fuel-efficient jet engines to building more wind turbines than anyone in the country, the people at GE are working together, creating innovation today for America’s tomorrow.”

The TV spot began running July 1 on news and business channels including CNBC, CNN, Fox and MSNBC.

The campaign also includes a digital component called “Autographs,” which showcases employees who build CF34 aircraft engines at GE’s Lynn, Mass., aviation facility.

It features rich-media banners that incorporate the stories of people who assemble, test and service the engines.

A radio spot will be introduced soon in select markets around the country, discussing manufacturing and innovation at GE.

In this article: