General Electric:
Performance Machine: Super Bowl Digital Campaign
American strategy → Concept built for American Culture
A Super Bowl–timed digital campaign that reframed GE’s industrial technology as high-performance culture, not corporate engineering.
Problem
GE’s innovations power the world, but their complexity and scale made them hard to connect with emotionally, especially during a moment dominated by entertainment-driven Super Bowl messaging.
Solution
Working with BBDO New York and produced by ACNE Production, we created a series of films and digital content that treated GE’s technologies as “performance machines.” Jet engines, medical scanners, and industrial systems were framed with the same intensity, rhythm, and pride as elite athletic performance, designed to live naturally in the Super Bowl conversation.
Results
The campaign successfully inserted GE into Super Bowl culture without traditional celebrity or spectacle. It elevated perception of GE’s innovation leadership and demonstrated how complex industrial technology can be translated into compelling, shareable storytelling at a mass cultural moment.
Case Study Video
