A new campaign, titled “What’s the Matter with Owen,” includes a series of television spots that tells the story of a college graduate who has just been hired as a programmer at GE. Thrilled with the new job, Owen will apply his skills to developing programming that helps revolutionize the way the world works. But much to his surprise, his family and friends think GE is just a manufacturing company.
In the commercial titled “Zazzies,” Owen’s job doesn’t look quite as thrilling as the new gig another colleague has landed–a job with an inane app development company called Zazzies.
The overall campaign introduces us to Owen, a programmer for the digital industrial age. Later this month, Owen will take over GE’s owned social media channels to talk about his early days on the job while posting behind-the-scenes moments.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Judd Counsell, creative director/copywriter; Anne Lac, creative director/art director; George Sholley, executive producer; Theresa Reyes, producer; Joe Croson, associate director of interactive production; Mo Twine, interactive producer; Jason Merenda, Jessica Andrew, Jorge Brake, designers. Production Anonymous Content Tim Godsall, director; Rick Jarjoura, exec producer; Betsy Oliver, line producer. Editorial Arcade Edit Greg Scruton, editor; Laurel Smoliar, assistant editor; Sila Soyer, exec producer; Joanna Hall, producer. Audio Post Sonic Union
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
