GE launched “The Boy Who
Beeps,” a sweet two-minute video that launched last week during NBC’s NFL Kickoff. The gist of the video is that GE speaks the language of industry and its software can connect machines at an
industrial scale with the potential to change the way industry works and potentially change the world. But how to depict technobabble as sweet and emotional? By introducing viewers to a boy who beeps.
Even immediately out of the womb, this boy doesn’t cry, he beeps. As the adorable boy grows up, he realizes his special connection with machines, like his toy spacecraft, the family TV, even stop
lights. The boy turned a row of red lights into a sea of smooth sailing green. A great companion to have when you’re running late. The boy’s true gift isn’t discovered until a citywide blackout occurs
and the kid works his magic and brings power back for everyone. Overnight, he’s a household name and he’s indispensable to large companies with mechanical problems. Nothing beats what he does for the
girl he likes; he makes the vending machine dispense her favorite snack and when she want to stargaze he wipes out the street lights. Very sweet. “When you speak the language of industry, the
conversation can change the world,” closes the video, seen here, and created by BBDO New York.