“There is no greater natural resource than the human imagination.”
That’s the tagline to four Video On Demand (VOD) short films that will ultimately drive traffic to ge.com/imaginationtheater. The shorts–two animated (The Crossing and Samurai), two shot live action (Cubicle and Birth)–kick off “GE’s Imagination Theater,” a creative venue conceived by BBDO creative chieftains David Lubars, Bill Bruce and Don Schneider. The films debuted on Time Warner Digital Cable VOD and are later posted on the aforementioned GE Web site. (See news story in this issue for project details.)
The aforementioned tagline is most apropos in that BBDO New York’s creative artisans across the board each had to come up with at least one idea for a film, according to Schneider, executive creative director of BBDO New York.
“Creative people are all frustrated filmmakers at heart,” observed Schneider. “We love what we do but it’s invigorating to get the chance to go beyond it, to take the gloves off and be purely creative about making film. The only parameter was that somehow each film had to depict ‘Imagination At Work’ [G.E.’s now well established campaign mantra created by BBDO]. It couldn’t just be some kaleidoscope of imagination on film. The work aspect had to be a part of it.
“We had some people coming up with five, six, seven ideas each,” continued Schneider. “We had to sift through many great ideas to come up with the first four films…And now people are lining up, waiting for the next batch.”
Judy Hu, GE’s global executive director for advertising and branding, related, “What David, Bill and Don did was great from a client’s viewpoint. They opened up the assignment to all of their creatives. Of course, every client wants to see a range of wonderful work, and that’s what we got. At the same time, the process was an inspiration for their creative staff. The only parameters were tight budgets, and that the work have a sense of humor, an optimistic, positive attitude in line with GE’s commitment to imagination. For us, it was a positive departure from other new media trends–like having consumers produce their own ads, or let’s hire an expensive Hollywood producer/creative team. It was terrific to let your agency do what it does best.”
From a branding perspective, Schneider noted that the project has proved to be most gratifying. “When we started the GE ‘Imagination At Work’ campaign in broadcast three-and-a-half years ago, GE was known for its core competencies in making jet engines, freight trains and household appliances, but it had never been positioned as an imagination company. Imagination is something we wanted GE to own. And that imagination branding for GE has taken hold, first through the traditional form of commercialmaking, then with the ‘One Second Theater’ [on TiVo] and now moving into the VOD platform with inventive content.”
Schneider added that the agency didn’t hesitate to seek out resources in the spotmaking community (including such shops as HSI, Green Dot Films and The Directors Bureau) for the shorts. “There’s an incredible amount of talent in the commercial business,” he said, “and like our creative guys, they’re hungry to show what they can do beyond what they normally are involved in. ”
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More