In 2017, GE Appliances launched a whole new line of smart appliances. On top of that, we had to revive an aging brand and bring in a modern consumer. To make this happen, we created a new structure, tone, and tagline for GE Appliances. These spots are part of a larger family of assets that we delivered with the campaign.
Agency: BBDO NY
CD: Gary DuToit, Lance Vining
Copywriter: Doug Knopf (me)
Art Director: Kate Degen