General Electric: Jar

Advertising Agency: BBDO, New York, USA
Creative Director: Don Schneider
Art Director/Creative Director: John Leu
Copywriter/Creative Director: Brad Roseberry
Director: Traktor
Production Company: Partizan
Cinematographer: Emmanuel Lubezki
Producer: Regina Ebel
Released: March 2007


Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

Loved it the first time I saw it a while ago. Still love it now.
I didn't realize it was a Traktor spot. Simply gorgeous!

mikelite's picture
1031 pencils

I um...there's no easy way to say this, but I hate this spot. the formula is 10 years too late - strange foreign land, cute kid doing something weird, strange foreign family gathering, quaint sappy music, all to explain some big concept. my mom would absolutely love this spot, but it's nothing new in the ad community

sordoff's picture

Love is not new indeed. On the other hand love for nature in all it's aspects, by all generations and on all levels (there are so many levels in this one) is very new. Extremely ethic and hopeful. Warm is the word. Of course your mom will like it. It's called mother nature, isn't it?

Ozric's picture
4043 pencils

I wan to know if it was filmed in the south of Chile or Argentina, I have to guess Chile.

gabrielrodz's picture
48 pencils

What kind of irresponsible sonofah leaves an 8 year old wander alone through kilometers and kilometers of land????

ellehcimeo's picture
3522 pencils

I love it. It's beautifully done. Lovely little ending!

kalpesh78's picture
2580 pencils

this is a great ad.. loved it.

ideas....30 minutes nahi toh free.

hrd2mpress's picture
62 pencils

remember the boy who caught stars in his jar for sony last year? same kid strikes again does he? ubercute.

miko1aj's picture
3098 pencils

Beautiful idea and direction of photography. It's interesting that it is possible to balance on the edge of the kitsch and do not fall into it. Bravo!

Joe76's picture
772 pencils

I dunno... reminds me too much to Aerolineas Argentinas spot. I like it thogh, very cute.

am-o's picture
162 pencils

i love the tone.

Beatboxer's picture
1519 pencils

This ad is one of the sweetest things ever seen!

It's has a few years, I think...

sordoff's picture

anyone who's not touched by this has no kids, no family, no life ...

mikelite's picture
1031 pencils

maybe we do have these things, but we just don't fall victim to this sappy, unoriginal crap.

sordoff's picture

In my mind, mikelite, this ad really tries to sell a bigger idea for a better world. Not seeing that is certainly not being part of the solution and thus part of the problem.
I'm 42 years old, have a wife and three kids, next to 4 brothers there's also three sisters,(one brother died at the age of 24, my father passed away when I was only 30) (sappy isn't it?) I have a business of my own.(so i'm not some out of touch weirdo)
Try to loosen up and get rid of that Cynical-Empty-Cafe-Bartenders-Wisdom-Lite-on-facts-of-Life.
Maybe you should go back to the point where you started straying and do some rethinking. You might be surprised of the outcome.
Take care. Take a curb.

mikelite's picture
1031 pencils

that's all fine and dandy. But this is an advertising board for advertising people. I'm giving you my industry opinion. I'm judging the ad based on it's originality & creativity. if this ad were done 10 years ago, then it wouldn't be a copy of a copy of a copy. Remember the VW Blue Moon spot, with Nick Drake? That was wonderful & charming & original. But, I'm not gonna say this a great ad because it tugs on your heart strings.

You're right, I am an extremely cynical person, but that's a part of this business. I want to reach people with an original idea, not a gigantic bag of GE's cash that, in this case, is wasted on a formulaic execution. I like plenty of things in my personal life that I don't like in my professional life.

what does "take a curb" mean?

sordoff's picture

Okay, but if you come back to all the opinions than they're just a plain draft of poor intellectual masturbation of the in crowd addicted to something empty like newness. This urge for newness is completely absurd. (I still don't want an Ipod and I certainly don't want an Iphone, so why the heck standing in line for it three days and nights before release?) How did all this happen? Well I've been a rather successful sales manager in the fashion business for ten years. I quit because of the absurdness of the business which is but manipulation of the mass by telling them every 6 months that they looked stupid the six months before. Ad wise I stick to the idea that when a story is good, well then it's good. Point! Newness has got nothing to do with it. I don’t want a new wife either, or a new car (mine is an adorable 1969 VW Transporter which I will never trade for an other) In this case it's an important company trying to get their message across that there's more to life than money and that they're - as a company - becoming more and more ethical towards entrepreneurship and nature as a whole. If not true, at least very hopeful and thus soothing. And I strongly believe that they'll only get away with it in the long run if they put the money where their mouth is! At least that’s what I tell my customers and they dig it. That’s how I try to make me part of a better world.

Take a curb means slow down.

mikelite's picture
1031 pencils

There is no way you could ever convince that originality doesn't matter. That's an absurd and insulting statement. Originality is at the heart of creativity and it's one of the first things I look for in an ad - everything else comes from that.

You're a salesman. I'm a copywriter and have a much different criteria for judging good work than you do. If you enjoy it, then great, that's all that matters. But you won't convince me that this is a great or original commercial.

sordoff's picture

Listen mikelite I didn’t mean to bug you. I wanted to tell you that beauty is in the eye of the beholder and that there’s more to life than originality. I never said that originality doesn’t matter. I implicitly said that newness shouldn’t be such a fetish because newness in itself is empty. An architect who designs an original house that you cannot live in is not an architect. That’s just somebody stacking bricks in a funny way. An advertising company that doesn’t boost sales is an expensive toy.

Don’t you worry, I know my classics. I do recognise a copy from miles away. Every once in a while I can even point by whom artists are influenced. As a one man advertising company designer salesman I strive for originality but it's never a fetish. (If my designs are good than I don’t have to be a salesman. If they’re a little difficult than the salesman helps) the only fetish I know is the customers satisfaction since there’s a contract. I can only say this with old Woody Allen ; I don’t want to achieve immortality through my work, I want to achieve it through not dying.

Success to you!

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