NEW YORK--(BUSINESS WIRE)--May 8, 2006--Harkening back to the days of Ronald Reagan and GE Theater, today GE introduces "One Second Theater," an innovative concept in commercial content designed to capture the imagination of viewers in today's technologically-driven, television-challenged environment. GE's "One Second Theater" was created by BBDO New York and is available to anyone with a digital video recording device. The viewer simply pauses at the right moment while watching one of GE's "ecomagination" commercials. A whole new world of commercial content will then unfold.
"We've uncovered an exciting new way for consumers to interact and engage with our brand. In essence, our commercials will now become carriers of program content," said Judy Hu, Global Executive Director, Advertising and Branding at GE. "It's quite literally 'imagination at work.'"
Here's how GE's "One Second Theater" works: a commercial is made up of 30 frames per second. By pausing at the designated moment in the commercial, the viewer can access GE's "One Second Theater" program. For its inaugural show, GE has opted to provide a "behind-the-scenes" look into one of its all-time favorite commercials: the highly popular "Dancin' Elephant" spot featuring Elli, the dancing elephant and an ensemble cast of other personable animals. Viewers will meet Elli and learn how she landed this starring role. There are also The Flamingos (Stephanie and Esteban); Jordan, the Giant Day Gecko; Andy, the Macaw; Jimmy Santora, the Burmese Python; the Toucan named Jeff; and more.
"GE's 'One Second Theater' is about thinking forward," said David Lubars, Chairman and Chief Creative Officer, BBDO North America. "There are lots of creative media opportunities for delivering messages consumers will happily seek out."
GE's "One Second Theater" will debut the week of May 8. It will be embedded in the company's "Dancin' Elephant" commercial, which is scheduled to be re-aired concurrent with the one-year anniversary of last year's launch of GE's "ecomagination" advertising. It will also be accessible online at www.onesecondtheater.com. Additional episodes are planned and will air later in the year.
GE's media agency, OMD, planned and placed all the TV and digital activity to create a fully integrated launch. GE also partnered with Blitz to develop the online elements of the campaign.
ABOUT GE
GE (NYSE: GE) is Imagination at Work -- a diversified technology, media and financial services company focused on solving some of the world's toughest problems. With products and services ranging from aircraft engines, power generation, water processing and security technology to medical imaging, business and consumer financing, media content and advanced materials, GE serves customers in more than 100 countries and employs more than 300,000 people worldwide. For more information, visit the company's Web site at www.ge.com.
ABOUT BBDO
BBDO New York is part of BBDO Worldwide, a global agency network with 316 offices in 77 countries. In 2005, BBDO was named "Agency of the Year" by all of the leading industry trade publications including Ad Age, Adweek and Campaign magazines. In addition, BBDO has been the most awarded agency network in the world for the past seven years, according to The Gunn Report. BBDO is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
Contacts
General Electric, Fairfield
Linda Boff, 203-373-2989
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BBDO, New York
Melanie Mitchem, 212-459-6714