Captain Kirk should consider making GE part of the U.S.S. Enterprise crew, given the brand's performance in this new spot out of its "Brililant Machines" campaign out of BBDO, New York. Directed by David Gordon Green of Chelsea Pictures, the new spot stars (modern day) Star Trek's Sulu, played by actor John Cho, who fails to jigger the ship's failing thrusters into working order. But then a random crew member, with the help of GE technology, steps in to save the day -- making the point that GE's technology can help maximize resources even in th trickiest of situations.
The launch of the new spot comes a year after the brand debuted its "Brilliant Machines," campaign, which also starred famous pop culture machines
Also part of the campaign, GE has partnered with the TaskRabbit outsourcing marketplace to show how it can help others maximize their resources. From October 9 through 13 in New York and San Francisco, the brand will turn TaskRabbits into "Trek Rabbits" who perform their duties at "warp speed."