A mother’s work

Sometimes it’s hard to explain to consumers what a business does, especially when it does things as vast and complex as General Electric. The company’s new clip sums up that dilemma by using the imagination of a young girl to tell its story.

She imagines aeroplanes with bird’s wings, miniature hospitals, lunar-powered submerged fans and a 3D-printed rocket engine. The visuals are a neat way to sum up the tagline ‘imagination at work’, and the company’s own explanation of what it’s about: “Finding solutions in energy, health and home, transportation and finance. Building, powering, moving and curing the world. Not just imagining. Doing.”