Brand does a 180 with a fake infomercial.
By Tim Nudd
September 29, 2014, 3:30 p.m. EDT
GE has been doing a lot of poignant ads through BBDO New York lately—the dreamy fantasy world of “Childlike Imagination” (an Emmy nominee this year); the haunting dystopia of “Ideas Are Scary”; the adorably odd science fiction of “The Boy Who Beeps.”
So, obviously it was time to completely change things up—and hire Tim & Eric (aka, Tim Heidecker and Eric Wareheim) to direct a barely clothed but great-haired Jeff Goldblum in this totally bonkers fake infomercial for the GE Link lighting solutions.
It’s kind of all over the map, but the two-minute spot has lots of enjoyable over-the-top moments—particularly the peppy transitions from super-suave Goldblum to the “unremarkable nobodies” who deliver the testimonials.
A fake infomercial isn’t the route you’d typically choose for explaining new technology like GE Link. But this seems to be more of an awareness play. We’ll find out later whether it really does make everyone look like a cocky, raven-haired movie actor.