GE debuts new ad campaign

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Fairfield, Conn.—General Electric Co. kicked off a new ad campaign called “Now,” beginning with a TV spot shown during the Super Bowl broadcast on Sunday.

The integrated campaign includes TV, print and online, and is designed to show how GE is solving some of the world’s toughest environmental problems.

“Many companies talk about things they hope to do in 10 to 20 years. We are offering a lot of solutions to tough environmental challenges today,” said Judy Hu, global executive director-advertising and branding at GE.

TV spots and print ads were developed by BBDO New York; the digital campaign was developed by Goodby, Silverstein & Partners, San Francisco. The Super Bowl ad, called “Scarecrow,” features the scarecrow character from “The Wizard of Oz” and talks about how GE’s Smart Grid Technology can make energy distribution more efficient.

The digital campaign uses a new technology called augmented reality, which is featured on GE’s new microsite at

—Kate Maddox

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