GE spends 40% of budget on post-production in first national ad campaign

GE has launched its first national ad campaign in Australia, as the company looks to promote its sustainability and healthcare credentials.

Created by Clemenger BBDO Sydney, the special effects-heavy campaign introduces the line, “What a difference two letters can make – that’s GE.”

Special effects and post production, done through Fuel, made up 40% of the production budget of the ads.

“There’s nothing worse than undercooked special effects. We had to make sure we got it right, and we’re really pleased with the work done by Fuel,” said Clems Sydney’s CEO Andy Pontin. “We spent six times longer in post than we did shooting the ad.”

The ad will be followed by two other TV spots next month, plus print, outdoor and online advertising.

“In the infrastructure space globally our business strategy is led by our sustainable energy initiative, ecomagination, and our healthcare initiative, healthymagination,” said Emma Rugge-Price, VP of Communications for GE Australia and New Zealand.

“This advertising campaign demonstrates how these initiatives are touching the lives of Australians, and will increasingly do so in the future,” she said.


Agency: Clemenger BBDO Sydney
CEO: Andy Pontin
Executive Creative Directors: Paul Nagy & Mike Spirkovski
Creative Team: Chris Badger & Will Edwards
Agency TV Producers: Jo Howlett & Rebekah Lawson
Agency Print Producer: Jo Kouvaris
Account Director: Eva Chown
Strategic Planner: Emma Burn
Production Company: The Feds
Director: Graeme Burfoot
Photographers: Simon Harsent & Steven Wohlwender


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