College Grads Are Desperate to Work at GE in Spots to Air During Oscars
Campaign Continues 'Owen' Series by BBDO New York
Feb 25, 2016
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.