New work from BBDO New York for General Electric's Olympics campaign includes this anthemic spot that continues the brand's "GE Works" campaign. The spot is somewhat similar to the company's Super Bowl spots, which stood out because they were so different from other football work, and focuses on GE's imaging technology, which lets researchers unearth unbelievably complicated information about the human body. But of course, this is the Olympics, so we can't get too technical. The spot ends with the tagline that while they do know so much about the body, they're "still amazed with the human spirit." Ah, good old-fashioned emotion. Skunk's John Hillcoat directs.