The Matrix's Agent Smith Stars in GE's New Campaign

BBDO NY and David Gordon Green direct the anthropomorphized computer program

Published On
Apr 14, 2013

Editor's Pick

The Matrix's Agent Smith is a huge fan of General Electric's healthcare technology in BBDO New York's newest execution for the company's "Brilliant Machines" campaign, directed by David Gordon Green of Chelsea Pictures--understandably, since the computer program (played by Hugo Weaving) might just have found its do-good counterpart, as GE's tech works with data to improve the patient experience in hospitals.

This is the company's latest use of fictional movie figures to explain what it really does. Its previous "Brilliant Machines" commercial featured Star Trek: The Next Generation's "Data," and "K.I.T.T." from Knight Rider.


Apr 15, 2013
Brand :
Client :
Agency :
BBDO-New York
Chief Creative Officer :
David Lubars
Senior Creative Director :
Eric Cosper
Senior Creative Director :
Michael Aimette
Creative Director/ Copywriter :
Tim Roan
Associate Creative Director :
Judd Counsell
Creative Supervisor/Art Director :
Eric Van Skyhawk
Group Executive Producer :
Anthony Nelson
Producer :
George Sholley
Director, Music and Radio Production :
Rani Vaz
Production Company :
Production Company :
The Shooting Gallery
Director :
David Gordon Green
Director, Photography :
Steve Windon
Music House :
Human Worldwide
Editorial :
Mackenzie Cutler
Visual Effects :
Telecine :
Nice Shoes
Creative Director, Art Director :
Kevin Jordan

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Project Type