BtoB's Best - TV: General Electric Co.

Honorable Mention

General Electric Co.

Agency: BBDO New York TV spot: “GE Works: Locomotive” Launch date: November 2011 Creative credits: Chief creative officer: David Lubars; executive creative director: Don Schneider; creative directors/copywriters: Michael Aimette, Tim Roan; creative director/art director: Kevin Jordan; executive senior account director: Emma Armstrong; account director: Carrie Lipper; executive producer: Regina Ebel; assistant producer: George Sholley; music producer: Rani Vaz; production company: Anonymous Content; director: Brett Morgen; director-photography: Joe Zozzi; edit house: Crew Cuts; editor: Matt “Shappy” Shapiro Why we liked it: This spot jumps back and forth between scenes of GE workers building a locomotive in the company's Erie, Pa., plant and the train rolling along in the dramatic scenery of Washington's Columbia River gorge. Actual GE workers, exuding pride in their jobs and company, discuss why they love working on locomotives. The spot culminates with the group of employees cheering as they witness the freight train emerging at high speed from a mountain tunnel. Between the majestic scenery and fast-moving freight, the workers' obvious passion for their jobs and the gritty guitar-driven rock "n' roll score that plays throughout, this hard-charging spot keeps viewers grooving along while taking in GE's message.