GE Invites You to Wish Upon a Donkey

Don't Rub Him, Though. He's Not a Lamp.

Published On
Apr 02, 2015

Editor's Pick

Meet Invention Donkey, GE's latest mascot/storyteller -- a talking miniature donkey who presumably grants "Invention wishes." Following last year's touching "Ideas Are Scary" and "Boy Who Beeps" content films, BBDO New York takes a more light-hearted approach to promote the company's many accomplishments.

While you don't need to rub any part of Donkey -- he likes his personal space -- you can ask him for things. He may not produce puffs of smoke and mounds of money, but he does give expert advice on innovation. In fact, he outlines a winning plan for one lucky (and rather unambitious) man here. It quickly becomes clear, however, that said plan is an inspiring recap of some of what GE has already done -- breakthroughs in technology and strides in renewable energy.

The campaign, created out of BBDO New York and Vayner Media, also included a Donkey takeover of GE's Twitter account, for which GE's social media team monitored conversations for mentions of "invention" and related topics. GE then sent users custom videos featuring responses from the Invention Donkey, such as this one to Ad Age Managing Editor Ken Wheaton.

For more on the campaign, read the story on Ad Age.