GE’s latest ad features a girl named Molly who creates a number of clever inventions that can do her menial household chores for her.
At the beginning of the ad, Molly becomes annoyed by her dad when he asks her to take the trash out during a rainstorm. Upon completing the task, she has a lightbulb moment of sorts when she realizes there may be an easier way for her to get the garbage outside. With the help of a bicycle, some rope and a drill, she’s able to create a system that allows her to send the trash to its respective can from the comfort of her bedroom.
As the ad continues, Molly comes up with more ingenious inventions, not the least of which is an ATM-like booth that dispenses Girl Scout cookie boxes that she can operate from her room. As she gets older, her inventions become more and more savvy.
The spot culminates with Molly landing a job at GE, where she wows her supervisor by reprogramming some robots who in turn are able to do machine inspections faster than they could before.
Created by BBDO, the ad is part of the 125-year-old company’s ongoing effort to shed its stodgy image and instead position itself as a digital industrial company that’s fit for bright and innovative minds. The company has been investing in recruitment advertising as of late as it aims to draw talent away from startups and trendier tech companies. According to GE, the brand’s ‘What’s the matter with Owen?’ recruitment campaign that launched in 2015 resulted in an 800% increase in employee applications.
Aside from recruitment efforts, GE has also made a serious commitment to getting more women in tech jobs. Earlier this year, it announced its goal of having 20,000 women in STEM roles by 2020 via a spot that imagines a world where society treats lauded female scientists the same way it does celebrities.