Despite the industrial majesty of General Electric’s you’ve-gotta-see-this turbine plants, the interviews in this spot may have seemed like a long shot to penetrate the crowded bars and parties where many viewers see the Super Bowl. So GE went out of its way to cater to its audience in another way, introducing an unusual, perhaps unique, nod to another Super Bowl advertiser.
“When people think of GE, they typically don’t think about beer,” one talking head suddenly says, as the commercial cuts to scenes of the aforementioned bars. “A lot of people may not realize that the power needed to keep their Budweiser cold, and even to make their beer, comes from turbines made right here.”
The spot is one of two that GE ran in Super Bowl XLVI (see also "Building Something Big") as part of a broader campaign designed to draw an emotional response to industrial work, by showing how GE creates ideas and products that help people, and the United States as a whole. GE was never a Super Bowl regular, but neither was this its first big game: The marketer and BBDO previously ran "Scarecrow" in 2009's Super Bowl XLIII.Send credit info to [email protected].