GE's "What the's Matter With Owen?" campaign continues during the Oscars, in new spots from BBDO New York now showing other college graduates vying for a gig at the company. The effort had launched last September targeting grads with late-night comedic spots, and has apparently resulted in a massive increase in resume submissions to the firm.
If you don't know the story about Owen, he's the guy who gets a great new gig as a developer -- but, to the baffled looks of his friends -- it's at GE. The tale continues with those friends now begging him for a job at the company.
One friend sends a ridiculous "Orc-O-Gram" to target Owen at work, while in another spot, an old acquaintance tries deliberately to engineer a chance meeting with Owen on the street. Meanwhile a girl Owen meets a conference hilariously tries to send her resume via brain-drone. The message is that all of these grads are desperate for a job at GE, now they've realized what a cool "digital industrial" company it is.
The campaign, by BBDO New York and directed by O Positive's Kenny Herzog, will launch on Sunday during the Oscars and their preceding Red Carpet special.
Read more about the campaign and hear from GE Global CD Andy Goldberg at Adage.com.