by Megan De Trane and Morgan A. Ward
With the importance of social consciousness to millennials, many brands have attempted to align themselves with causes from supporting breast cancer research to championing legal immigration. When done correctly, the consumer’s engagement and loyalty to the brand increase. When done poorly, the advertisements fall flat, leaving consumers confused or even angry when the cause was poorly aligned with brand’s customer base.
Recently, General Electric released, “Meet Molly, The Kid Who Never Stops Inventing,” an ad with a meaningful story about a young girl, Molly, who uses her imagination and scientific know-how to create robotics to complete all the things she doesn’t want to do: take out the trash, make her bed, mow the lawn. Accentuating the storyline and highlighting each fun new invention is the song “Di-gue Ding Ding” by Michel Legrand.
The ad closes with Molly unveiling a new efficiency improvement as an engineer for GE, with the brand logo featured at the very center of the shot.
The ad brings General Electric’s current slogan to life: “Imagination to Work” in a socially conscious manner by featuring a young girl whose love of science and innovative problem solving brings her to work for GE. This reinforces General Electric’s “goals of having 20,000 women to fill STEM roles at GE by 2020 and obtaining 50:50 representation for all [their] technical entry-level programs.” The ad did a great job of portraying GE’s plan for improving gender equality in the field in an upbeat, fun manner that melted our hearts.
At the opposite end of the spectrum are ads that may be socially relevant but aren’t tied to the brand or any of its products. We’ve seen so many of these in the recent past that SNL created a parody, “Pitch Meeting.”
The General Electric ad currently has a 5/5 star rating on The Drum. It was also featured as one of the Top 6 Best Ads on BestAdsontv.com on September 27th, 2017. Kudos to BBDO New York for this creative masterpiece.
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