GE has launched “Meet Molly, the Kid Who Never Stops Inventing”, a commercial celebrating the engineering solutions developed at GE. We’re introduced to Molly, a young girl who comes up with brilliant solutions to problems in the home, including taking out the trash, selling Girl Guide cookies, making her bed, sweeping the floor and mowing the lawns. As she grows up, the innovation and ingenuity continue, taking us to the present time with her working as an engineer at GE. GE’s messages: “We are 300,000 people building, moving, powering and curing to accomplish one goal: making the world work better.” “GE works on things that matter. Building, powering, moving and curing the world. Not just imagining. Doing.” “Imagination and hard work make the world better”.
“Meet Molly” is an expression of GE’s effort to bridge the gender gap in employment. GE has set goals of having 20,000 women fill STEM roles (requiring science, technology, engineering, or mathematics) at GE by 2020 and obtaining 50:50 representation for all their technical entry-level programs. The strategy will significantly increase the representation of women in the engineering, manufacturing, IT and product management roles at GE. The campaign began with “Mille”, a commercial featuring Millie Dresselhaus
Meet Molly Credits
The Meet Molly campaign was developed at BBDO New York by chief creative officer worldwide David Lubars, chief creative officer, NY Greg Hahn, executive creative director Michael Aimette, senior creative director/art director Eric Goldstein, creative director/copywriter Fred Kovey, head of production David Rolfe, executive producer George Sholley, content producer Jack Patrick, head of music production Rani Vaz.
Editor was Paul Watts via WAX/The Quarry with assistant editor Drew Balke, executive producer Tor Adams, and producer Annabelle Cuthbert.
Colourist was Tim Masick at Company 3 with producer Rochelle Brown.