Two young couples are enjoying each other's company along with some drinks, chips and salsa in a backyard. Owen announces that he just got a job programming at GE and that he's going to have the opportunity to help change the world. The other guy quickly interjects to tell everyone about his new job at Zazzies, the app that lets you put fruit hats on animals, and totally steals Owen's thunder. No one seems to care about the world-changing projects he'll be working on and would rather put melon hats on cats.
iSpot Review — November 25, 2015
GE's campaign, "What's the Matter with Owen" is aimed at
poking fun at itself while bringing awareness that General Electric isn't the
old, obsolete company people think they are. In this particular spot, Owen
explains to his friends that he has accepted a position as a programmer at GE,
only to be kicked into the shadow of his friend who has also taken a job as a
programmer, only at Zazzies, the mobile app which allows users to put hats on
animals, even casaba melons.
This campaign achieves two critical goals which are
important to GE's re-branding from old to modern. First, GE wants to let people
know that it isn't confined to household appliances, and that it's involved in
other areas such as healthcare and clean, renewable energy. Second, by using a
youthful looking actor, it's also GE's invitation to young people (college
graduates in particular) to look into employment opportunities for those
wanting to make a change.