General Electric Co., Fairfield, Conn.

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Company: General Electric Co., Fairfield, Conn.
Agency: BBDO, New York
Market: Business and consumer audiences
Quick chase: Punctuating the barrage of commercials for GE medical devices during the recent Winter Olympics were breathtaking Lutzes, supersonic slapshots—even a stunning Double McTwist 1260. GE dominated the podium with a half-dozen spots as part of its “Healthymagination” campaign. The giant industrial conglomerate, which usually makes its case to business decision-makers, took a decidedly nontechnical, consumerish approach with its 30-second spots to enhance its brand. The spots were more entertaining than they were informative, but that makes sense considering the general nature of the enormous audience that, of course, included the business set.
Clue: GE shows how an advertiser that produces complex technology products can translate its features into human benefits.
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