A freaky-cute monster takes center stage in the latest online film from GE and BBDO New York. The new film uses the creature as a metaphor to convey the concept that ideas can be scary and ugly when first born, but can blossom if nurtured in the right environment.
Directed by Biscuit Filmworks' Noam Murro, the spot follows the life of this unusual beast, who looks like he could be the lovechild of ET and a mournful Oscar the Grouch. He's born ugly and dirty-looking, shunned by everyone. However, once GE welcomes it through its doors, he develops a beautiful plumage and ends up a star performer.
In a statement, the agency says the film is intended to resonate with recent college graduates thinking about their careers -- an audience GE is hoping to reach with this message. It will be posted across all of GE's social channels.