The eyes of the world are on London and its Olympics as Danny Boyle’s opening extravaganza cranks into gear tonight and here’s a nice ad from US industrial giant GE showing how its incubators for new-born babies make a difference at Homerton Hospital in East London, still the poor side of London, even though it is the site of the Olympics. GE gave about £5m of kit to the hospital a couple of years ago.
It’s from BBDO New York and shows the network’s sure touch with such potentially tricky issues and the skill it’s deploying in its current work for GE. All too often such campaigns seem patronising and divorced from reality but this ad, anyway, has a nice down to earth feel.
How could GE, not noted as a corporation with a cuddly side, and BBDO top this?
Donate a hundred or so of them to other needy hospitals around the world (which don’t have a big sports event happening at the time)? Why not? Save some lives and make an ad seems a reasonable proposition.